Market segmentation s a natural result of the vast differences among people

What makes something simple or complex? It's not the number of dials or controls or how many features it has: It is whether the person using the device has a good conceptual model of how it operates.

The designer shouldn't think of a simple dichotomy between errors and correct behavior; rather, the entire interaction should be treated as a cooperative endeavor between person and machine, one in which misconceptions can arise on either side.

It is relatively easy to design for the perfect cases, when everything goes right, or when all the information required is available in proper format

I've been looking at the iPod- the Apple iPod. One of the interesting things about the iPod, one of the things that people love most about it is not the technology; it's the box it comes in

A good designer will actually design the company.

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