Apple Senior Vice President of Industrial Design Jony Ive recently appeared on the British children’s program Blue Peter, and offered some insight as to how Apple’s design team approaches new product categories, using a lunchbox as an example. “If we’re thinking of lunchbox,” Ive said, “we’d be really careful about not having the word ‘box’ already, you know, give you a bunch of ideas that could be quite narrow. Because you think of a box as being square, and like a cube. And so we’re quite careful with the words we use, because those can sort of determine the path that you go down.” In the segment, Ive also provides feedback on the lunchbox designs of youngsters, and receives a gold Blue Peter badge, the show’s highest accolade. [via Tom Davenport]
Latest News
- Apple MacArthur Center closing amid mall safety issues
- Apple increasing sign language interpreters in stores
- Protect your iPhone 12 Pro Max with the Speck CandyShell Pro Case, now 36% off
- Apple official magic keyboard with number pad drops $13
- Cast and creators of ‘Ted Lasso’ to join PaleyFest
- Apple Yeouido set to open February 26
- Apple releases new details on App Privacy Labels
- Revamped Equality Act gets a thumbs up from Tim Cook
- iPhone 12S: TouchID, Improved Cameras, 120Hz Display
- iPhone 12 mini: Worth buying with the flaws?