WWDC 2014 Session 211 Designing Intuitive User Experiences @ 32:00, available here: https://developer.apple.com/videos/wwdc/2014/
Addendum: It's a responsive design so you can see this even on a desktop browser just by shrinking the width of the window. The top menubar collapses into a hamburger.
Addendum 2: Illustrated transcript here: http://blog.manbolo.com/2014/06/30/apple-on-hamburger-menus
Jobs loudly proclaimed that people didn't read, yet within a year Apple was selling ebooks.
As an aside, not specifically in response to your comment: I find it fascinating that most clients I work with have an immediate dislike of duplication that doesn't seem to be based on any reasonable argument (at least from where I'm standing...).
For example, I've been in a number of situations where a client did not want a 'pricing' menu item and a 'check out plans/pricing' link somewhere on the page. The only argument they really had was that 'it would be confusing to the user'.
This argument doesn't make sense to me, as the average user will just kind of scroll around and if there's a logical point for them to check pricing, they would surely be appreciative rather than confused that there are multiple ways to get to the pricing page?
I can only conclude that it's one of those things where people think 'logically' and prefer some kind of clean hierarchy, rather than consider the end goal ('funnel the user to a particular page').
Or am I missing something important?
In that session the Apple UX evangelist absolutely rips hamburger menus to shreds calling them "tedious" and "terrible" at "telling you where you are [and] where else you can go". Quite a surprise to see it show up on apple.com, then.