The guidelines that Apple uses are interesting to look into. There are some parts of it that I can see as potentially being negative, but have positive traits as well. Design in this context is essentially coercing a user to do what you (the designer) wants them to do. In an ethical point of view, there are some gray areas and points that I can see being borderline manipulative. One example is in the User Interaction I stumbled upon this suggestion, "People often abandon apps when they are forced to sign in before doing anything useful. Give them a chance to fall in love with your app before making a commitment to it. In a media streaming app, for example, let people explore your content and see what you have to offer before they must sign in to play something." It leads me to believe that there is a psychological aspect that's being played to it's worth. As a designer looking to create a profit for my business, I would want my users to use my product often and get addicted to it. Design choices like the one mentioned above engraves this architecture into the foundations of the product. I'm not sure how I feel about that. On one hand, it could be a good thing, granted the app the user is using is actually beneficial, but at the same time, it's a manipulation tactic. There are some good things that come out of these guides, namely the standardization across all of their interfaces. It establishes a very attention-oriented set of rules that are applied to everything they touch, which is greatly appreciated as a user. There are conformities that are designed so that users have to think less, and allow for a more streamlined and automated use of the tools Apple provides. As long as the company stays within certain ethical boundaries, I believe this type of guide is beneficial for everyone.