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.