“It just works.” This was the mantra that Steve Jobs used to repeat with alarming regularity, from his NXT days to when he was CEO of Apple. Whether he was launching iMacs or the first iPods, explaining iTunes or digital downloads, the promise was that this potentially confusing – maybe even scary – new technology could easily and seamlessly be enjoyed by everyone. It just works.
And this made a lot of sense. It tackled head-on many people’s fears, conscious or otherwise, about new technology. It will be complicated; it’s hard to set
