Has Apple lost its simplicity?

Ken Segall, who worked alongside the tech giant's co-founder, says company's incredible growth was rooted in his love of simplicity - but things have changed

Four years ago, I wrote a book about Apple and the power of simplicity. It was the result of my observation, having worked with Steve Jobs as his ad agency creative director in the "think different" years, when Apple's stellar growth was rooted in Steve's love of simplicity.

This love - you might call it obsession - could be seen in Apple's hardware, software, packaging, marketing, retail store design, even the company's internal organization.