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Jony Ive: Apple's Attention To Detail Extends To The Naming Of New Products

Apple’s attention to detail for products is legendary. So too is the thought process the company uses to name new products, according to Apple guru Jony Ive. During a discussion on the British children’s program, “Blue Peter,” Apple’s senior vice president of industrial design explained how his company approaches naming new products. When designing a hypothetical lunchbox, Ive explained:
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.
Take a look:

Here is Ive’s entire “Blue Peter” interview:

At the event, the "Blue Peter" program honored Ive with its highest accolade - the gold Blue Peter badge. "Blue Peter" is the longest-running children's show in the world. Via: Tom Davenport See also: Apple CEO Jony Ive? Not So Fast, and Tim Cook Opens Up About His Recent Management Shakeup, Apple's Future.