The problem is that they prioritise looking elegant over being good usable.

Buying decisions are made on looks, not analysis of UI. People will buy pretty, and most people will never be aware of bad UI - they just adjust to it.

This article by Don Norman and Bruce Tognazzini has been discussed on HN before: https://www.fastcompany.com/3053406/how-apple-is-giving-desi... I cannot find the post that got a lot of comments though.