Moggridge was particularly scathing about the design of remote control devices, noting that his wife had adopted the practice of wrapping them in up in paper, cutting holes in the paper to reveal only those buttons she needed and labelling them in plain English.

Apple, like all designers, has traditionally borrowed the ideas of others. It has succeeded by focussing on making an idea more realisable, desirable and useful than its competition and then continuing to iterate it over time — essentially a tension between their marketing slogan "Think Different" and Jonathan Ive's design principle "be better, not different". However has Apple’s track record…

From error to error one discovers the entire truth

In analyzing [sic] complexity, fast iteration almost always produces better results than in-depth analysis. Speed of iteration beats quality of iteration.

Design cannot rescue failed content.

The way to reduce clutter is not to thin down and sprawl out the content; instead fix the design. Clutter and confusion are not attributes of information, they are failures of design.

Gerry McGovern

You put water into a cup, it becomes the cup. You put water into a bottle, it becomes the bottle. You put it in a teapot, it becomes the teapot.

People don’t want to get to the ‘book a flight’ tool. They want to get to Dublin from London. People don’t want the installation manual. They want to install the product. For most people, content or technology is not the end, not the point.