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Jony Ive talks about how Apple names its products

Apple's Jony Ive on BBC Blue Peter

When you are working in a multi billion dollar company as one of the important people in almost every product the company outputs, you will usually do not have enough time to travel to different continents and attend children’s TV shows. But as it happens, a few of such Apple’s employees have the time, as proved by Jony Ive, the designer of almost every Apple product we see on the market today.

We have a footage of Jony Ive on BBC’s Blue Peter, a one of a kind show which is almost considered an institution in the British TV show. The show is all about creating something interesting out of completely useless objects that you can find in your homes, for example an empty bottle. In this particular episode of which we have the footage, children were asked to create lunch boxes, pencil boxes, and the like, and Jony Ive was asked to comment on these creations.

You would think this would be an insult to a designer who designs some of the world’s most popular designs. But Jony Ive dived right in and said the following:

If we’re thinking of the lunchbox, we’d be really careful about not having the word “box,” you know, already give you a bunch of ideas that could be quite narrow. Because you think of a box being square, and like a cube. And so we’re quite careful with the words we use, because those can sort of determine the path that you go down.

By this one comment, I think we get an idea of how Apple names its products. The approach is very intuitive and stands out in the world where thinking inside the box has become the new thinking outside of the box. Anyway, if you are a fan of Apple, or not, you do have to agree that the Cupertino tech giant has its own style of being different.

Source: CNET