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

Attractive things work better When you wash and wax a car, it drives better, doesn’t it? Or at least feels like it does.

When you have trouble with things—whether it's figuring out whether to push or pull a door or the arbitrary vagaries of the modern computer and electronics industries—it's not your fault. Don't blame yourself: blame the designer.

Any time you see signs or labels added to a device, it is an indication of bad design: a simple lock should not require instructions.

Forget the complaints against complexity; instead, complain about confusion.

A good designer will actually design the company.

Also note that invariably when we design something that can be used by those with disabilities, we often make it better for everyone