During the interview Ive discussed his childhood watching Blue Peter, three designs from UK children and a few Apple design principles.
When asked how he would approach designing a lunchbox, Ive said the first step would be to remove the initial beliefs and constraints of what a lunchbox is thought to be.
“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,” Ive said.
Sir Jony Ive began at Apple in 1996, and has been involved in design of the MacBook line, iMac, iPod, iPhone and the iPad. In 2003 Ive was awarded the inaugural Design Museum Designer of the Year award; in 2007 Ive received the National Design Award for his work with the iPhone and in 2009 The Guardian named Ive the Inventor of the Decade.
In 2006 Ive became a Commander of the Order of the British Empire and last year he was elevated to Knight Commander of the Order of the British Empire for his service to design.
A full-length video of the interview is available to watch below.