If you have two options – 1. “Set up as new phone” and 2. “Restore from backup” – what do you think option one would do? Erase your phone? You may feel a bit dumb, not knowing if it is safe to press option one, but do not feel this way because our research shows that many people are uncertain of what this would do to their iPhones– erase them in full or something not as scary. After some courage and asking Mr Google it looks like most users select that option and discover that it only sets your phone as a new device on iTunes, keeping your data and settings unchanged. What makes this UX error interesting is that it comes from the World’s leader in UX, aka Apple. There are many ways of fixing the mixed message but perhaps the simplest one is to simply add “on iTunes” so that it is clear where the setting up takes place. To make it even better sounding the entire message of option one could be replaced with “Welcome to iTunes”
