Most bad ads are a consequence of a measurement problem. You undercount the cost of the atrocious UX and the damage it does to the brand.
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My take about the approach Apple designers took was: they were very good at simulating users' experiences mentally. Quantifiable?
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Doss answering that question require also understanding the nature of qualia?
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To reason from first principles, likely, but I suspect not in order to just measure the outcome.
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