If you think the products don't match what you want from a product, don't buy it.

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

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

Technology may change rapidly, but people change slowly. The principals [of design] come from understanding of people. They remain true forever.

Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.

Technology usually provides a series of tradeoffs. Each asset is offset by a deficit...A major problem occurs when those who suffer from technology's defecits and those who benefit are not the same people.

When a device as simple as a door has to come with an instruction manual—even a one-word manual—then it is a failure, poorly designed.