Having the best product means nothing if the people won't buy it.

Good design is also an act of communication between the designer and the user, except that all the communication has to come about by the appearance of the device itself. The device must explain itself.

Beauty and brains, pleasure and usability - they should go hand in hand.

I think a successful company is one where everybody owns the same mission. Out of necessity, we divide ourselves up into discipline groups. But the goal when you are actually doing the work is to somehow forget what discipline group you are in and come together. So in that sense, nobody should own user experience; everybody should own it.

Learning should take place when it is needed, when the learner is interested, not according to some arbitrary, fixed schedule

So what does a good teacher do? Create tension - but just the right amount.

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