Design minimalism works and has its advantages, like cross selling for one. It requires design discipline at the top level. However, it does have its own limit. Toyota did well with its Lexus because it looks and feels different from a Camery. Be careful simulating Apple.
One of the best features of Apple’s gadgets hides in plain sight: Each one looks closely related to the others. The Apple TV interface isn’t too far different from that of iTunes; iTunes itself borrows the basic feel of the Apple OS. Meanwhile, the gadgets themselves take up that same sort of family feel: The iMac, MacBook Pro, MacBook Air, and iPhone are all radically different devices but they’re immediately recognizable as cousins thanks to their shared detailing and material palette.
While Microsoft’s new mobile OS is remarkably well designed, its design language has no relationship to the xBox UI, or the Windows OS. Not only do HP, Dell, Lenovo, and Samsung make boring black boxes, but every single black box they make seems to have no relationship with the others.
As Apple has proved, that’s a massive missed opportunity. Each one of Apple’s gadgets quietly sells the others, every single day you have it. When you buy an iPhone, you’re buying into the Apple design language, and the little details you come to appreciate are details you know you’ll find in all their other products