Hands up who can remember when Apple championed ergonomics and ease of use over their unnecessarily complicated competition? Let's hope this isn't true. Or it could be one step backwards too far this time. Not everybody is a geek ... people who bought the iphone were anything but. Apple used to pride themselves in being different to their rivals. Now the vision is dissipating and complexity is being introduced to distract from innovation. Or rather... the lack of it.