15 Quotes by Bruce Tognazzini

The iWatch will fill a gaping hole in the Apple ecosystem. It will facilitate and coordinate not only the activities of all the other computers and devices we use, but a wide array of devices to come.

It's hard to read through a book on the principles of magic without glancing at the cover periodically to make sure it isn't a book on software design.

If you are demanding registration before checkout, you need to cease this practice immediately. It is costing you a fortune.

As for the Sun mouse, I'm not a big multi-button mouse fan, because I just can't remember which button to push when. I rather like the Macintosh system of using four modifier keys with the mouse.

Never present a power-user option in such a way that normal users must learn all about it in order to know they don't need to use it.

Constrain the user's expectations to match the abilities of the software.

The only intuitive interface is the nipple. Everything else is learned.

Steve Jobs has done a good job of selling, and the Apple interface is still superior, but he doesn't have critical mass.

It's very difficult when you have as low a market share as they do to get dealers interested. A dealer has to sell a Mac, whereas he doesn't have to sell a Windows machine, since the Windows machine is a known quantity.