I was the first to buy one at the Steve Jobs store in Palo Alto, and you wouldn't believe the arguments we had with people walking by about keyboards. People loved their keyboards.
The same thing is true in the auto industry. The auto industry loves their buttons, and so do the people you do consumer research with. They love their buttons. But just like with Steve Jobs, the buttons are going to go away because they suck.
My fave part of Steve Jobs iPhone keynote in January 2007 is 4 minutes he spends counterpositioning iPhone to Blackberry.
Masterclass:
◽️pulls up greatest 2x2 market map ever (smart vs. not so smart, hard vs. easy to use) ◽️takes a swig of water ◽️unveils touch gesture on iPhone (no stylus, just fingers ◽️caps if off by saying “and boy have we patented it” (the Apple nerds lose their minds)
