Design Expert Donald Norman Joins Apple

CUPERTINO, California--November 18, 1992--Apple Computer, Inc. today
announced that Donald Norman, a leading authority on human-focused design,
has agreed to join the company as an Apple Fellow, the company's program
for individuals who have made extraordinary contributions to personal
computing. Norman's appointment is effective Jan. 1, 1993. He joins Steven
Wozniak, Alan Kay, and Gary Starkweather in the Apple Fellows program.

"Professor Norman's association with Apple is a dear signal that we intend
to remain at the forefront in the design of products that both are easy to
use and bring the greatest value to our customers," said David Nagel,
senior vice president for Apple's Advanced Technology Group. "We are
thrilled that one of the world's pre-eminent figures in the field of
human-centered design will be joining Apple."

"The technological problems today are sociological and organizational as
much as technical," Norman said. "In this new age of portable, powerful,
fully communicating tools, it is ever more important to develop a humane
technology, one that takes into account the needs and capabilities of
people."

Norman has had close working relationships with the computer, aviation, and
other industries. He has served as a consultant on design, computer
interfaces, consumer products, and human error. Many of his former
students hold senior positions in industry and academia: a number of them
at Apple. Norman also serves on the editorial boards of several
professional journals and book publishers.

A fellow of the American Academy of Arts & Sciences, the American
Psychological Society and the American Association for the Advancement of
Science, Norman has also served as an officer of the San Diego Chapter of
the Human Factors Society and of the ACM Special Interest Group on
Computer-Human Interaction (SIGCHI).

Norman has published extensively in journals and books, and is the author
or co-author of 10 books. In the field of design, he is best known for his
books "User Centered System Design," and "The Psychology of Everyday
Things'' (the paperback version is "The Design of Everyday Things"). His
most recent book is "Turn Signals Are the Facial Expressions of
Automobiles." "Things That Make Us Smart" is scheduled for publication in
May 1993.

"I am delighted to be able to put into practice all that I have studied and
written for so many years," Norman added. ''I want to help make Apple's
simple, easy to-use products even simpler and easier to use. This is an
exciting, vibrant company. With Apple's new directions of products, it has
the opportunity to shape the world of technology: These are exciting
times, but it is important to make sure that technology is designed from a
person-centered point of view, to be appropriate to the people and the
task. The best technology is invisible, so easy and natural to learn and
use that it fades into the background. Apple can lead the way."

Norman received a bachelor of science degree from MIT and a master's degree
from the University of Pennsylvania, both in electrical engineering. His
doctorate, from the University of Pennsylvania, is in mathematical
psychology. He was a faculty member at Harvard University, leaving to join
the newly founded Department of Psychology at the University of
California, San Diego. He served as Chair of the Psychology Department
from 1974 to 1978.

In 1987, Norman helped establish the Department of Cognitive Science and in
July, 1988, became its first chair. He was one of the founders of the
Cognitive Science Society and has served that organization as chair,
secretary-treasurer, and editor of its journal (Cognitive Science). He has
been a Fellow at the Center for Advanced Studies in the Behavioral
Sciences. He maintains his affiliation with the University of California
as Professor Emeritus.

Apple Computer Inc, 20525 Mariana Ave, Cupertino, CA 95014
408-996-1010

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