The only intuitive interface is the nipple. Everything else is learned.
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.
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.
If you are demanding registration before checkout, you need to cease this practice immediately. It is costing you a fortune.
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.
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.
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