Jonathan Ive on on how Apple names its products

I've found an extra clip from Jonathan Ive's appearance on beloved British children's programme Blue Peter, which you can see below.

He discusses how Apple approaches naming new products, and the psychological effect that those names can have on the design process. Barney asks how Ive would approach designing a lunchbox. His reply:

"If we're thinking of lunchbox, we'd be really careful about not having the word 'box' already give you  bunch of ideas that could be quite narrow. 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."

I found it on the iPlayer stream of the original blue Peter episode. It looks like the official BBC clip which did the rounds on mac news sites last week was an edited version which cut this out. A shame really, because this was the most insightful part, though I thought it was great to see how humble Ive was while being presented with his gold Blue Peter badge.

Here's the full original segment where Ive gives extra feedback on work submitted by young designers:

Notice how Ive reacts to a design with a smart wristwatch... perhaps one day his smile will prove telling.