This post really made me think. If you're going after easy then I suppose you look for things that are currently difficult and you can make a competing product. This seems to open up a lot of opportunities.
Yes, and it's what Apple under Jobs has always done - they made it easy to use (where easy can mean: easy on the eyes, easy to perform tasks with, easy to buy, easy to turn off,...). And yes, it does not mean anti-complex, at least not for the iPhone - take a look into the settings screen, it's become quite huge by now.
