I love iA Writer. I mostly use the Mac version, but they also have an iPad version. It’s a great example of focusing on the right things and executing them carefully and thoughtfully.
Equally impressive is the video that promotes iA Writer. It’s flat-out fantastic. There’s an idea, a vision, a storyline, and flawless execution. I love how it playfully picks a fight with bloated word processors and then uses the interface to explain itself.
There are a million ways to make a boring video about software that lets you type, write, format, and save a document. They went in the other direction.
I aspire to be able to produce something this good. Well done.