simple

simple and easy are not mutually exclusive. When simplicity is maximized, easiness should be pretty high. However, it is possible that maximizing easiness can significantly reduce simplicity.

This can make involved parties more readily convinced of the benefits of easy solutions, even though there may often be an increased burden of maintenance compared to a less easy but more simple solution.

In other words, for people, we actually don’t prefer simple.

The way that apple chooses to build their product ecosystem seems to prioritize interfacial simplicity for the user, and remove a lot of the burden of choice.