I don't see how this could be any more Apple like if you are actually familiar with your history of Apple products. I was in with iPods from the 4th generation on and was a bit of a tech guru on the iLounge forums back in their heyday.
If you just wanted to buy a bunch of music from iTunes and listen to it, you could, that would be the disposable cartomizers.
If you wanted to import your CD collection you needed to, or at least should, familiarize yourself mp3, AAC, bitrate, encoders, rippers, etc..
If you had older format digital music, you had to learn about transcoders and the costs of using such on audio quality, particularly with suboptimal
If your library grew larger than your iPod you ideally should learn how to make detailed smartlists to manage things
If you got a new computer or had a hardware failure, you had to know how use your back up of your "iTunes Library.itl" file to restore it painlessly from the back up of your media you should have been keeping, and if you hadn't, you were dealing with people like me on the forums trying to save your music
Point being that in spite of the hype, the potential was there for everything from the simplest disposable cartomizer version of using the product, right down to wrapping your own coils and making your own juice version of using the product.
We see this as refined and simple now because many of the most tedious aspects were improved upon or made more optional by technological advances. So, sure, nowadays you can go to the shop and buy a shiny new iPad, sign into your Apple account and after the initial file downloads, bam, be right where you were the day before without even hooking it up to a computer, but that is the outcome of nearly 15 years of iteration and development from Apple and their competitors.
With quality pre-made spark plug coil tanks like the Nautilus and Herakles, we are basically at the fourth gen of the iPod in the (eventually) mobile tech evolution. Simple enough to work well for most people, but, just like then, those who go to the extra effort to learn the nitty gritty of what they are doing are getting more out of the tech. On the other hand, in spite of the level of easy and pay off, it's still not quite there for everyone. But, if regulation doesn't kill the market, the iterative advancement is going to keep on going until we see our first iPhone
