A “north star” to lots of designers and engineers from interaction design all the way down to the systems level.
Excellent documentation was part of it. Long game. Best practices. The whole “crafting” DNA seems to have been lost somewhere along the journey.
I think it’s also a function of market driven angst and hence not saying “no” often enough anymore.
I read an ancedote from an aspiring SWE that after he saw the Apple product he couldn't afford, he knew he needed it.
People aren't buying because quality reasons, they buy because of various psychology tricks their marketing department is responsible for.
It creates a system where developers are dragged along to support 100% of users.
This is about “Apple losing the functional high-ground” (which they clearly had at one point) in terms of design, architecture and general “DX”.
All in comparison to its own previous high quality.
In terms of quality of products they still are best in their respective class IMHO. Security, usability and durability are still great/good enough. This has nothing to do with marketing.
Marketing is necessary to bring up as Security and durability claims have been debunked enough times. Perception isn't reality, but similar to Tesla and Jeep owners they have high satisfaction despite objectively poor qualities.
You only need to try giving your grandparents a iphone to realize usability claims are greatly exaggerated.
yeah, like the keyboard of the laptop I'm writing from...