Simplify.
As our technology increases in capacity and function while simultaneously decreases in size and cost, there is a natural tendency to spread the increasing complexity of the internal design of a given device* far beyond itself. This tendency must be resisted for a device to survive and stand out amongst the vast ocean of competing devices.
The most successful and revolutionary of these devices spread themselves naturally through the culture via their near effortless usage, no matter how complex it's own ever expanding function(s).
*in this context you may consider the word "device" is synonymous with "application", although that application is running on some device isn't it?
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