How has the Maya Principle influenced the smartphone market?

I have often wondered how some companies have succeeded where others have not. But when I discovered the Maya Principle, everything started to make sense. For some background, the Maya Principle (MAYA) stands for the Most Advanced, Yet Acceptable, and the term was coined by Raymond Loewy, who you might know as the creator of the Coca-Cola logo. This philosophy states that when iterating on a product, one should be careful with implementing change. The idea is to offer enough change to make an exciting new product, but not so much as to confuse the consumer. In general, people do not like change, ...