I don't know, I figure with a billion dollars Apple should be able to do much better at being awful than this. More proactive rather than accidental awfulness. Something that isn't just bad but capital intensive at the same time. Anyone can build a bad UX on a few menus, or a whole system incrementally over time. But to really lean in? Maybe commission famous artists with eye watering fees for each icon, truly over the top marketing campaigns, really get the cash-fired furnaces going. Really just go full-potlatch on things.