You’re right, there seems to be an odd paradox about complex vs. simple. However, perhaps complex vs. simple is the wrong way to look at it — perhaps it’s just the idea of novelty. The iPhone interface, with multitouch, is incredibly novel (not to mention a status symbol as well — checking the “status” box for Koreans motivated to buy more complicated toasters), which is attractive to buyers.

In addition to this, it is also incredibly intuitive and gives users a wonderful experience. So the iPhone has many things going for it.

But how to make one washing machine stand out from another washing machine? Give it more buttons and features.

Rebecca

I’m not at all disagreeing with Norman, but this is not always the case, though sadly, it usually is. But compare Apple’s iPhone with any other “smartphone” on the market. The iPhone is perhaps one of the most simple, intuitive devices of the last decade. It literally has one button, and everything is self-explanatory, with large, colourful icons denoting their purpose, e.g. “Phone, Mail, Calendar, Calculator, Camera, etc.”
Now look at the devices being released by other companies; the Samsung Blackjack, for instance. Lots of shiny buttons. Odd slits and holes. Even the directional arrow is a big silver circle. Clearly, Samsung, along with most every other company is operating on Norman’s principle, which works to a certain extent. However, when truly great design come along, intuitive, easy, minimal design… people flock to it.

I suppose what I’m tying to say through all of this is that, while assuming that more features and shiny buttons will attract more customers might work, it’s an easy way out as compared to making a product which is truly great.
But I digress.

Cheers,
EL

PS - You write wonderfully, I’m quite happy to have found your blog.

Matt Hanson