Because Apple rose to its success partly because of its UX philosophy.
But I don't think GP is going to achieve their goal with this. On the contrary, I bet their managers already read that book, and that's why the UX sucks in the first place. The managers want to follow Steve Jobs' footsteps, and treat UX as a sales driver, instead of something that should be designed to make the end user productive and happy.
Part of the reason that Apple found more success after 1998 was the “consumerization of technology” the end user was the buyer and not the corporate IT department. The UX is a sales driver for the buyer. In the corporate world, the buyer and the user are not the same person.
But the iPhone has a major presence in corporate America, has first class support for Exchange servers and their are plenty of MDM solutions deployed for iDevices.
But I don't think GP is going to achieve their goal with this. On the contrary, I bet their managers already read that book, and that's why the UX sucks in the first place. The managers want to follow Steve Jobs' footsteps, and treat UX as a sales driver, instead of something that should be designed to make the end user productive and happy.