For those don’t believe complexity can be made simple should consider the Ikea store and the use of arrows on the floors. What I find interesting is it lays out a pattern, or flow, for the customers but at the same time it almost guarantees customers will enter every section of the store thereby, possibly increasing sales of items customers didn’t know they wanted. That’s sort of like the candy section in the grocery store checkout line impulse buys.
Similarly to the iPhone single button, software developers need to find ways their product can be less complicated. Maybe remember your technophobe friend, or relative, may one day use it? Will they understand it like they would the Ikea map available at the store entrance?