A big ethical question is what happens after people stop using the device. Does it degrade the environment? Could it have been designed so it would actually be good for the environment?

We delude ourselves if we believe that skilled behavior is easy, that it can come about without effort. We forget the years of tuning, of learning and practice it takes to be skilled at even the most fundamental of human activities: eating, walking, talking, reading, and writing. It is tempting to want instant gratification - immediate expert performance and experiential pleasure - but the truth is that this primarily occurs only after considerable amounts of accretion and tuning.

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

I think a successful company is one where everybody owns the same mission. Out of necessity, we divide ourselves up into discipline groups. But the goal when you are actually doing the work is to somehow forget what discipline group you are in and come together. So in that sense, nobody should own user experience; everybody should own it.

It is not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and, yes, beauty to people's lives.

How do you discover a need that nobody yet knows about? This is where the product breakthroughs come through.

Am I an Apple bigot? No. I can critique their products and their customer service philosophy. But overall, they do better than any other player.