Apple design guru Jony Ive gave a bit of insight on how the iPhone maker sets to naming its products in a recent interview, claiming that the company's attention to detail goes down to the very words it chooses for its products.
Ive received an award from Children's BBC program Blue Peter last week, and in the process gave viewers a small tour of one of Apple's design and fabrication facilities. In an extra clip discovered by freelance journalist Tom Davenport, Ive discusses how Apple would hypothetically approach designing a lunchbox:
"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."
Ive, as Apple's Senior Vice President of Industrial Design, led design efforts for the MacBook Pro, iMac, MacBook Air, iPod, iPod Touch, iPhone, iPad, and iPad mini.