Apple’s software problems aren’t dark linen, Corinthian leather or torn paper. In fact, Apple’s software problems aren’t much about aesthetics at all…they are mostly about experience. To paraphrase Ive’s former boss, Apple’s software problems aren’t about how they look, but how they work.

The masses often confuse UI with UX. UI is how your user interface looks. This is the skin on top, which Apple has been trending toward something that imitates the look of real world objects. It’s a personal preference thing, there really isn’t a “right” or “wrong”.

UX on the other hand is how your products work. There is very much a “right” and “wrong” here, and this lays it out perfect. Ive’s goal in heading up Human Interface should be first in fixing how products work, then adding the layer of lipstick on top.