Honestly it follows the design of the rest of the language. An incomplete list:

1. They wrote it to replace C++ instead of Objective-C. This is obvious from hearing Lattner speak, he always compares it to C++. Which makes sense, he dealt with C++ every day, since he is a compiler writer. This language does not actually address the problems of Objective-C from a user-perspective. They designed it to address the problems of C++ from a user-perspective, and the problems of Objective-C from a compiler's perspective. The "Objective-C problems" they fixed were things that made Objective-C annoying to optimize, not annoying to write (except if you are a big hater of square brackets I suppose).

2. They designed the language in complete isolation, to the point that most people at Apple heard of its existence the same day as the rest of us. They gave Swift the iPad treatment. Instead of leaning on the largest collection of Objective-C experts and dogfooding this for things like ergonomics, they just announced one day publicly that this was Apple's new language. Then proceeded to make backwards-incompatible changes for 5 years.

3. They took the opposite approach of Objective-C, designing a language around "abstract principles" vs. practical app decisions. This meant that the second they actually started working on a UI framework for Swift (the theoretical point of an Objective-C successor), 5 years after Swift was announced, they immediately had to add huge language features (view builders), since the language was not actually designed for this use case.

4. They ignored the existing community's culture (dynamic dispatch, focus on frameworks vs. language features, etc.) and just said "we are a type obsessed community now". You could tell a year in that the conversation had shifted from how to make interesting animations to how to make JSON parsers type-check correctly. In the process they created a situation where they spent years working on silly things like renaming all the Foundation framework methods to be more "Swifty" instead of...

5. Actually addressing the clearly lacking parts of Objective-C with simple iterative improvements which could have dramatically simplified and improved AppKit and UIKit. 9 years ago I was wishing they'd just add async/await to ObjC so that we could get modern async versions of animation functions in AppKit and UIKit instead of the incredibly error-prone chained didFinish:completionHandler: versions of animation methods. Instead, this was delayed until 2021 while we futzed about with half a dozen other academic concerns. The vast majority of bugs I find in apps from a user perspective are from improper reasoning about async/await, not null dereferences. Instead the entire ecosystem was changed to prevent nil from existing and under the false promise of some sort of incredible performance enhancement, despite the fact that all the frameworks were still written in ObjC, so even if your entire app was written in Swift it wouldn't really make that much of a difference in your performance.

6. They were initially obsessed with "taking over the world" instead of being a great replacement for the actual language they were replacing. You can see this from the early marketing and interviews. They literally billed it as "everything from scripting to systems programming," which generally speaking should always be a red flag, but makes a lot of sense given that the authors did not have a lot of experience with anything other than systems programming and thus figured "everything else" was probably simple. This is not an assumption, he even mentions in his ATP interview that he believes that once they added string interpolation they'd probably convert the "script writers".

The list goes on and on. The reality is that this was a failure in management, not language design though. The restraint should have come from above, a clear mission statement of what the point of this huge time-sink of a transition was for. Instead there was some vague general notion that "our ecosystem is old", and then zero responsibility or care was taken under the understanding that you are more or less going to force people to switch. This isn't some open source group releasing a new language and it competing fairly in the market (like, say, Rust for example). No, this was the platform vendor declaring this is the future, which IMO raises the bar on the care that should be taken.

I suppose the ironic thing is that the vast majority of apps are just written in UnityScript or C++ or whatever, since most the AppStore is actually games and not utility apps written in the official platform language/frameworks, so perhaps at the end of the day ObjC vs. Swift doesn't even matter.