The relationship between the different approaches to quality in ISO standards is reviewed contrasting the manufacturing approach to qualify in ISO 9000 (quality is conformance to requirements) with the product orientation of ISO 8402 (quality is the presence of specified features) and the goal orientation of quality in use in ISO/IEC 14598-1 (quality if meeting user needs). It is shown how ISO 9241-11 enables quality in use to be measured and ISO 13407 defines the activities necessary in the development lifecycle for achieving quality in use.