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

A challenge to the designers of the world: Make signs unnecessary.

The best kind of design isn't necessarily an object, a space, or a structure: it's a process- dynamic and adaptable.

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

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

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

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