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Article snippet: SAN FRANCISCO — As iPhone and other devices at its developer conference on Monday, the company is grappling with an uncomfortable issue: Many of its existing features are already too complicated for many users to figure out. At last year’s conference, for example, Apple’s top software executive, Craig Federighi, demonstrated how users could order food, scribble doodles and send funny images known as stickers in chats on its Messages app. The idea was to make Messages, one of the most popular apps on the iPhone, into an all-purpose tool like China’s WeChat. But the process of finding and installing other apps in Messages is so tricky that most users have no idea they can even do it, developers and analysts say. DoorDash, a food-delivery app that Mr. Federighi displayed on stage as a model of the new feature, dropped its Messages app for group orders a few months after releasing it because it drew little interest. “While we didn’t end up moving forward with it, we’re excited about other ways we’re making delivery faster and more efficient,” Andy Fang, a founder of DoorDash and the company’s chief technology officer, said in a statement. A similar lack of enthusiasm among users and developers has limited adoption of the iPhone’s 3-D Touch feature, where a long, hard press on an app sometimes offers additional options such as viewing an email without opening it. And sales of the Apple Watch have been hampered by the steep learning curve it requires of users, who must... Link to the full article to read more