Apple has been failing at that goal if you want to add pro level features and not turn up casual people it's real easy to hide them. The stuff you were talking about just plain is impossible for anyone like every time i see a 700 step shortcut  it's impressive in the way that a house of cards is impressive but it's so much more tractable than a shortcut that scrolls for 17 pages. I think this is overall a very promising story like that again this shows a level of investment in the i-pad platform that frankly i don't think anybody was expecting apple to be doing right now. Apple could have done stuff like that on ipad OS they could have made it possible