The Third User or Exactly Why Apple Keeps Doing Foolish Things (2013)

Apple keeps doing things in the Mac OS that leave the user-experience (UX) community scratching its collective head, things like hiding the scroll bars and placing invisible controls inside the content region of windows on computers. While it’s true Apple is missing something—arrow keys—we in the UX community areN missing something, too: Apple’s razor-sharp focus on a user many of us often fail to even consider: The potential user, the buyer. While Apple has copied over the aesthetics of industrial design into the software world, they have also copied over its limitation:  Whether it be a tractor, Ferrari, or electric toaster, that piece of hardware, in the absence of upgradeable software, will look and act the same the first time you use it as the thousandth time.

Source: asktog.com