The Power Users vs the Confused
I couldn’t disagree more with including 3D Touch in this New York Times Apple (AAPL) gripe article by Vindu Goel:
A similar lack of enthusiasm among users and developers has limited adoption of the iPhone’s 3-D Touch feature, where a long, hard press on an app sometimes offers additional options such as viewing an email without opening it. And sales of the Apple Watch have been hampered by the steep learning curve it requires of users, who must master pushing, turning and tapping various parts of the watch and a related iPhone app.
A similar lack of enthusiasm among users and developers has limited adoption of the iPhone’s 3-D Touch feature, where a long, hard press on an app sometimes offers additional options such as viewing an email without opening it. And sales of the Apple Watch have been hampered by the steep learning curve it requires of users, who must master pushing, turning and tapping various parts of the watch and a related iPhone app.
3D Touch to the iPhone is like Applescripts on the mac. It’s a shortcut that will appeal to the minority of power users who are willing to master a new language. Most people aren’t going to to take the time to memorize these shortcuts but that doesn’t mean they aren’t delightful to the people who do. I have no idea what the percentage of Mac users who use Applescripts is but I’ll bet it’s in the single digits.
Knowing these shortcuts is part of what makes a platform sticky. I can guarantee that people who use 3D Touch would never consider Android just like people who use Applescripts would never consider using Windows or even iOS.
Further, Vindu conflates the fact that people are unaware of 3D Touch with some difficult user interface issues with iMessage. They shouldn’t be lumped together like that. Complex menu mapping is a valid problem on Apple’s part. Especially if that is the only way to trigger a feature, unlike 3D Touch. 3D Touch is merely a shortcut to something that you could do the normal way. Not knowing the 3D Touch commands doesn’t preclude normal people from using a feature. But not knowing how to navigate complex menus to install iMessage Apps will cut you off from ever using them.
Knowing these shortcuts is part of what makes a platform sticky. I can guarantee that people who use 3D Touch would never consider Android just like people who use Applescripts would never consider using Windows or even iOS.
Further, Vindu conflates the fact that people are unaware of 3D Touch with some difficult user interface issues with iMessage. They shouldn’t be lumped together like that. Complex menu mapping is a valid problem on Apple’s part. Especially if that is the only way to trigger a feature, unlike 3D Touch. 3D Touch is merely a shortcut to something that you could do the normal way. Not knowing the 3D Touch commands doesn’t preclude normal people from using a feature. But not knowing how to navigate complex menus to install iMessage Apps will cut you off from ever using them.
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