Trained in industrial design, service design is part of my skillset. I used to call myself “UX designer” according to Don Norman’s definition. Your description of service design is closer to his definition of UX. In that case, Apple definitely needs service design e.g. Apple store.

What helped me at my tech (digital) job was what I learned at school: “product service systems”, something like in the picture below. Products and services are inseparable. I introduced the two types of designers: the use-oriented (UX as in your definition) and the result-oriented. It worked! However, appropriate job titles were difficult to determine, since the leadership wasn’t ready to run a truly service company.

Therefore, I agree with you especially on this:

Embrace that service design is not UX, and don’t try to cram either into the other’s box.

Your article is warning people who are moving from UX to service design, but I also need that earlier warning “don’t try to cram either into the other’s box” :)

Despite a credible definition of UX, it was a big mistake using UX to label my product-service design skills. Really, I was dumbfounded with people coming to me asking for usability stuff. Thanks to your article now I understood the mainstream perspective!