If you're more susceptible to interruption, you do more out of the box thinking.

Simplification is as much in the mind as it is in the device.

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

In design it is important to shoe the effect of an action. ... Feedback is critical.

Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.

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

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