Regardless, the fund in question hasn't made specific suggestions for what Apple - apparently the market leader in this particular feature - could do better. Perhaps Jana has no such ideas and merely feel that publicly attacking Apple will be sufficient to get the creative juices flowing. In that case they are wrong. If they don't feel like actually contributing features in question then they should, at most, be telling others to look at the design work Apple has done and copy it. They should not be making generic exhortations to Apple to "work harder", because that looks strongly like virtue signalling and is thus ignorable.