General results about restrictions on measurements from inside are applied to quantum mechanics. They imply subjective decoherence: For an apparatus it is not possible to determine whether the joint system consisting of itself and the observed system is in a statistical state with or without interference terms; it is possible that the apparatus systematically mistakes the real pure state of the joint system for the decohered state. We discuss the relevance of subjective decoherence for quantum measurements and for the problem of Wigner's friend.