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When Design Is So Helpful It Drives Your Customers Crazy

An Apple iOS feature proves that sometimes even the most well-intentioned nudge could use a rethink

Illustration: Tom Guilmard

WeWe all appreciate a friendly nudge, don’t we? That’s probably what Apple figured when it introduced a feature in iOS 13 that nudged users to adjust their privacy…




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Rob Walker

Rob Walker

Author The Art of Noticing. Related newsletter at

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