jonyiveDuring an interview on the British based children’s program “Blue Peter”, Jony Ive spoke about the focused attention to detail that Apple is so popular for. Jony mentioned that the company spends a lot of time naming its products as well.

Here’s what he said -

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.

In video –

The full version -

Jony clearly showed how creative he is and the reason why he is the design guru at Apple. The gold Blue Peter badge was awarded to Jony during the show.