Moggridge was particularly scathing about the design of remote control devices, noting that his wife had adopted the practice of wrapping them in up in paper, cutting holes in the paper to reveal only those buttons she needed and labelling them in plain English.
Apple, like all designers, has traditionally borrowed the ideas of others. It has succeeded by focussing on making an idea more realisable, desirable and useful than its competition and then continuing to iterate it over time — essentially a tension between their marketing slogan "Think Different" and Jonathan Ive's design principle "be better, not different". However has Apple’s track record…
Design cannot rescue failed content.
You put water into a cup, it becomes the cup. You put water into a bottle, it becomes the bottle. You put it in a teapot, it becomes the teapot.