Apple’s Jonathan Ive talks design—on a beloved kids’ show

February 20, 2013
February 20, 2013

“Heartwarming” isn’t a word you normally associate with industrial design, but I dare you to watch this clip from beloved UK children’s show Blue Peter without cracking a smile.

When asked how he would design a combination pencil case, backpack and lunch box, Apple’s lead designer, Sir Jonathan Ive, drops some knowledge straight from the Apple playbook.

“If we’re thinking about a lunchbox, we’d be really careful about not having the word box already, to give you a bunch of ideas that could be quite narrow,” said Ive. “Because you think of a box as being square and like a cube. So we’re quite careful with the words that you use, because those can be narrow and can determine the path that you go down.”

Ive has apparently been a fan of Blue Peter since childhood, and he talks about watching it as a little boy with the reverential tones he normally reserves for Apple’s promotional videos. “It was fantastic, I remember it ever so clearly,” he recalled. Perhaps it’s where he learned to think outside the lunchbox.


You can now view the full 7-minute clip of the Blue Peter episode featuring Jonathan Ive at Apple’s Cupertino campus.

Top News

Powered by VIP

Get every new post delivered to your Inbox.

Join 31,536 other followers