Apple design genius Jony Ive recently supplied a bit of insider knowledge on how the iOS device maker goes about naming its products. In a recent interview, he claims that the company’s attention to detail goes all the way down to the words it chooses when designing its products.
Ive received an award from Children’s BBC program Blue Peter last week, and in the process gave viewers a small tour of one of Apple’s design and fabrication facilities. In an extra clip discovered by freelance journalist Tom Davenport, Ive discusses how Apple would hypothetically approach designing a lunchbox.
“If we’re thinking of lunchbox, we’d be really careful about not having the word ‘box’ already give you a bunch of ideas that could be quite narrow” says Ive. “You think of a box being a square, and like a cube. And so we’re quite careful with the words we use, because those can determine the path that you go down.”
Ive has led design teams for the MacBook Pro, iMac, MacBook Air, iPod, iPod Touch, iPhone, iPad, and iPad mini.
For those who would like to view the entire Blue Peter piece, it’s available for viewing here.