And, what’s wrong with their user interfaces? Well, the problem with them is really sort of in the bottom 40 there. It’s, it’s this stuff right here.
They all have these keyboards that are there whether you need them or not to be there.
And they all have these control buttons that are fixed in plastic and are the same for every application. Well, every application wants a slightly different user interface, a slightly optimized set of buttons, just for it. And what happens if you think of a great idea six months from now? You can’t run around and add a button to these things. They’re already shipped.
– Steve Jobs, 2007, first iPhone presentation