As far as the customer is concerned, the interface is the product.

I am confident that we can do better than GUIs because the basic problem with them (and with the Linux and Unix interfaces) is that they ask a human being to do things that we know experimentally humans cannot do well. The question I asked myself is, given everything we know about how the human mind works, could we design a computer and computer software so that we can work with the least confusion and greatest efficiency?

If I had not studied music, there would be no Macintosh computers today.

Imagine if every Thursday your shoes exploded if you tied them the usual way. This happens to us all the time with computers, and nobody thinks of complaining.

Users do not care about what is inside the box, as long as the box does what they need done.

A computer shall not waste your time or require you to do more work than is strictly necessary.

When you have to choose among methods, your locus of attention is drawn from the task and temporarily becomes the decision itself.