The document imagines what an iOS user interface would say to the user if it could talk, suggesting it would constantly call the user an "idiot". However, despite constantly insulting the user, they would not mind due to the well-designed interface which prevents frustration with the device.
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Business thoughts of the day
1. If UX from iOS could talk
It would say: U IDIOT all day long
U Idiot
U Idiot
U Idiot
U Idiot
U Idiot
U Idiot
U Idiot
U Idiot
But because of the
impeccable design
we don’t mind at all