No one writes the i-word down because they are naive, or because they don’t mean good. They write it as a reminder of how important it is that, throughout the design process, the simplicity of the experience gets prioritized over less important things.
The problem with the word “intuitive” is that it means different things for different people: a product that is intuitive to me, might not be intuitive to my father.
Finding something intuitive depends on too many factors for designers to be able to standardize what the term really means: the user’s age, sex and gender, cultural background, technology savviness, past experiences with similar products — and the list goes on.What “intuitive” really means
One of the key ingredients to the iPhone's enormous success is the fact that it's intuitive to such a large amount of people. That said, it's naive to expect it to be intuitive to everyone.