> Apple's approach isn't about targeting hipsters, says Donald A. > Norman, a professor at Northwestern University and author of The > Design of Future Things. Rather, the company's design genius lies > in its dedication to making simple, elegant devices for specific > activities, not demographic types, he says. Its early markets were > learning and publishing; now they're creativity and entertainment. > "The proper way to design is not to target an individual type of > customer. You want 100 million customers," says Norman.
Also, just to stir up the anthill a little more, I tend to think of
genius design as extemporaneous design (no fancy acronym) but I don't
view it as a perjorative. The metaphor is to extemporaneous acting,
which is unrehearsed and takes quite a bit of skill to do well since
it depends on intuition and the ability to synthesize bits from past
experience on the fly.