A challenge to the designers of the world: Make signs unnecessary.

If you think of the product as a service, then the separate parts make no sense - the point of a product is to offer great experiences to its owner, which means that it offers a service. And that experience, that service, comprises the totality of its parts: The whole is indeed made up of all of the parts. The real value of a product consists of far more than the product's components.

If people keep buying poorly designed products, manufacturers and designers will think they are doing the right thing and continue as usual.

Rule of thumb: if you think something is clever and sophisticated beware-it is probably self-indulgence.

Complexity is acceptable as long as it is intelligible and necessary. We want to avoid needless complications.

It was always amusing to be inside Apple and read what journalists said we were doing

Isn't one of your first exercises in learning how to communicate to write a description of how to tie your shoelaces? The point being that it's basically impossible to use text to show that