Full Jony Ive BBC video reveals ‘out of the box’ thinking on product naming, David Beckham connection

http://www.youtube.com/watch?v=6SD70jM1uwo&feature=youtu.be

9to5Mac showed you a clip just last week from a recent BBC special of Sir Jony Ive receiving the prestigious gold Blue Peter badge (known as the highest accolade given out by the BBC’s Blue Peter program). We got our hands on the full Jony Ive clip from the technology special today, where we learn, among other things, about Apple’s ‘out of the box’ thinking on product naming and a little-known connection to David Beckham.

If we’re thinking of a lunchbox, we’d be really careful about not having the word ‘box’… already give you bunch of ideas that could be quite narrow. Because 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 sort of determine the path that you go down.

Perhaps you could replace ‘Box’ with ‘watch’ and be on to something.

Earlier this year, Apple’s design guru assumed software design responsibilities from former longtime iOS chief Scott Forstall. CEO Tim Cook said in a recent interview that Ive “has the best taste of anyone in the world” and looks forward to his new role designing the “look and feel of the software.”