The company is super careful not to get stuck on words when they name products
According to the segment embedded above, Ive also went to the same high-school as David Beckham, the world-famous footballer (or soccer player, for all you Americans out there).
Another interesting thing revealed by Ive is how Apple decides on the names of its products.
Sir Ive says when they’re in a meeting they try not to get stuck on a particular word describing the object in question, as it may hamper creativity.
The company likes to think outside the box (in this particular example, literally):
“If we’re thinking of a lunchbox, we’d be really careful about not having the word ‘box’” says Ive, adding that it might “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,” he says.