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.

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