It seems like all is not peaches for the Cupertino tech company, Apple Inc. Well we are not exactly talking about the latest great review of their products or their sales here. But about two former early Apple Inc. designers who are criticising Apple's new design direction through a written piece which is currently getting quite an audience.

The piece is written by Bruce "Tog" Tognazzini, Apple's 66th employee who wrote Apple's first human interface guidelines and Don Norman, Apple's user experience architect from 1993 to 1996. The duo is quoted that Apple is destroying good design. They are calling out their former employer for trading their fundamental principles of good design like discoverability, feedback, recovery, and etc. for a new minimalistic approach.

Apple's new approach has manifested in their new font called San Francisco which is too small for most users including Norman and Tognazzini. They also wrote that before, they have obscure gestures that are beyond even the developer's ability to remember and great features that most people probably don't know can exist.

Norman and Tognazzini also criticized the tech company for not including a universal undo or back button which can be found on their competitor Android. The list went on including having too many hidden gesture based menus and for preferring visual simplicity over usability in their new human interface guidelines for developers.

But the list didn't stop there as they called out their former company for their design transgressions that goes beyond the font on their smartphones. They stated that Apple is reinforcing the old discredited idea that the designer's sole job is to just make things beautiful even if it would affect providing the right functions, ensuring ease of use, and aiding "understandability."

In the end Norman and Tognazzini did admit that Apple has made their products beautiful and fun but it resulted to users having difficulties. The difficulties they experience, they blame it upon themselves. So it ends well for Apple but bad for their customers.

The piece, although mostly focused on criticising or writing about Apple, also criticised Google Maps and Android for having committed the same flaws as Apple.