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Old Feb 19, 2013, 11:19 PM   #1
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Jony Ive on How Product Naming Influences Design Philosophy




Just a couple days after a clip of Jony Ive's appearance on BBC's Blue Peter was revealed, journalist Tom Davenport (via CNET) says he's found an insightful portion of the clip that was cut out. In the new segment, Ive talks about how product naming philosophy can affect the design process.
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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.
As mentioned previously, Ive was a fan of Blue Peter while he was growing up and talks about a design he saw on the show that's stuck with him over the years. This is just another look at Ive's design process, which he's started talking about more and more over the years as Apple's profile has risen and as Ive and his team have received more accolades, which includes his knighting last May.

Last October, Ive was promoted to head of the Human Interface team and is playing the Steve Jobs role at the company. Former Apple employee Loren Brichter, who went on to create iOS game Letterpress, had said he was excited about Ive's new role because of how he could possibly apply his design philosophy to iOS.

Article Link: Jony Ive on How Product Naming Influences Design Philosophy
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Old Feb 19, 2013, 11:26 PM   #2
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Just this video shows how much thought Jony puts into design. Critics can say that Apple is loosing its ground in OS X or iOS is becoming dated. But design is the only thing about Apple that has never been criticized. That's how good it is. Jony is Apple's greatest remaining soul.

Last edited by sshhoott; Feb 19, 2013 at 11:31 PM.
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Old Feb 20, 2013, 03:51 AM   #3
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Originally Posted by sshhoott View Post
Just this video shows how much thought Jony puts into design. Critics can say that Apple is loosing its ground in OS X or iOS is becoming dated. But design is the only thing about Apple that has never been criticized. That's how good it is. Jony is Apple's greatest remaining soul.
havent there been plenty of critics of the similar design of the last few iphones and the new imac?

and i have no who controls that but whats with the everchanging nano?
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Old Feb 20, 2013, 04:07 AM   #4
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havent there been plenty of critics of the similar design of the last few iphones and the new imac?

and i have no who controls that but whats with the everchanging nano?
You're kind of right. For the iphone, Apple may have something new and refreshing coming up for the iPhone. But the main criticism for iPhone 5 is not the actual aesthetics and functionality of design, its the dated iOS and lack of a big screen with a proper aspect ratio (instead of just tall). Also, I believe, the new iMac is criticized mainly for the performance hit (5400RPM HDD) it took from the thin design and the resulting inaccessibility, not the actual design itself. So these issues are indirectly related to design but mainly have to do with hardware engineering, but damn they still look so good.
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Old Feb 20, 2013, 11:34 AM   #5
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You're kind of right. For the iphone, Apple may have something new and refreshing coming up for the iPhone. But the main criticism for iPhone 5 is not the actual aesthetics and functionality of design, its the dated iOS and lack of a big screen with a proper aspect ratio (instead of just tall). Also, I believe, the new iMac is criticized mainly for the performance hit (5400RPM HDD) it took from the thin design and the resulting inaccessibility, not the actual design itself. So these issues are indirectly related to design but mainly have to do with hardware engineering, but damn they still look so good.
there has been criticism of the how little the aesthetics of the last few versions of the iphone has changed and of course the whole scratching saga with the current one which is a 100% design issue.

lack of optical drive and upgrade options due to the limitations of the design.

one can only assume that jonys ever growing impact is the reason for these limitations. the customers end up with a less functional device in the end with a pseudo thinness. its becoming backwards at apple. its lets make it thin and lets make light and then its lets see what we can fill it up with.
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Old Feb 20, 2013, 12:37 PM   #6
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there has been criticism of the how little the aesthetics of the last few versions of the iphone has changed and of course the whole scratching saga with the current one which is a 100% design issue.

lack of optical drive and upgrade options due to the limitations of the design.

one can only assume that jonys ever growing impact is the reason for these limitations. the customers end up with a less functional device in the end with a pseudo thinness. its becoming backwards at apple. its lets make it thin and lets make light and then its lets see what we can fill it up with.
What evidence is there that the lack of optical drive or upgrade options are driven by Ive? Could very well be that Apple sees optical drive as something trending out of the product line and as a result of not having an optical drive they were a able to make a thiner machine that weighed less. I highly doubt the #1 consideration on the new iMac was getting a 5mm edge.
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Old Feb 20, 2013, 01:27 PM   #7
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Originally Posted by numlock View Post

lack of optical drive and upgrade options due to the limitations of the design.

one can only assume that jonys ever growing impact is the reason for these limitations. the customers end up with a less functional device in the end with a pseudo thinness. its becoming backwards at apple. its lets make it thin and lets make light and then its lets see what we can fill it up with.

Or, people are hardly using discs anymore so they decided to biff them and lead the change as they often do. The drives are the most unreliable component because of their moving parts (debatable).

Once you biff the drive then it alters the design of the product. I can't conceive that Apple would throw away useful items to make things thinner. They're all about making great products that customers want generally.

I think throwing the drive out is the right move. I didn't agree with the idea at first but now think it's right. And lets face it they pulled them out of the laptops first.
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Old Feb 20, 2013, 06:33 AM   #8
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Here's the full video. Love the little boy's design that has a mesh bottom to let the crumbs out.

http://youtu.be/FLUn7xCuQxo
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Last edited by Rogifan; Feb 20, 2013 at 06:54 AM.
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Old Feb 21, 2013, 07:29 PM   #9
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Originally Posted by sshhoott View Post
Just this video shows how much thought Jony puts into design. Critics can say that Apple is loosing its ground in OS X or iOS is becoming dated. But design is the only thing about Apple that has never been criticized. That's how good it is. Jony is Apple's greatest remaining soul.
You don't know the difference between loose and lose? Loose = opposite of tight (e.g. loose women, loose knot). Lose = no longer have possession of something (e.g. lose your shirt, lose money).
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Old Feb 19, 2013, 11:27 PM   #10
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when I think of iPads, I think of futuristic female toiletries
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Old Feb 20, 2013, 01:13 AM   #11
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when I think of iPads, I think of futuristic female toiletries
Case in point.
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Old Feb 20, 2013, 08:26 AM   #12
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when I think of iPads, I think of futuristic female toiletries
wouldn't that be itampax or itowels...I see pad as something to write on..not bleed on !

Last edited by wizzerandchips; Feb 20, 2013 at 08:35 AM.
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Old Feb 19, 2013, 11:27 PM   #13
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That's something I never would've thought about.
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Old Feb 19, 2013, 11:36 PM   #14
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I never realized how down to earth and sweet this guy is. I figured that being apart of on the biggest corporations in world would mess with his ego. Good for him. Can't wait to see his take on software design.
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Old Feb 19, 2013, 11:51 PM   #15
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OMG Apple is going to make a lunchbox... The iBox! Front page tomorrow.
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Old Feb 20, 2013, 12:00 AM   #16
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OMG Apple is going to make a lunchbox... The iBox! Front page tomorrow.
I'd buy one of those. And a mini version.
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Old Feb 20, 2013, 12:02 AM   #17
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I'd buy one of those. And a mini version.
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Old Feb 20, 2013, 12:55 AM   #18
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I'd buy one of those. And a mini version.
You're stupid if you buy 1st gen. Wait for the retina iBox.
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Old Feb 20, 2013, 01:37 AM   #19
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OMG Apple is going to make a lunchbox... The iBox! Front page tomorrow.
Weren't you watching and listening? He wouldn't use the word "box" in the name
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Old Feb 20, 2013, 02:03 AM   #20
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Today I learned why Apple wouldn't release an iBox even if they planned to release an iOS-powered lunch box. Seriously though, interesting interview.

----------

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This changes everything.
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Old Feb 20, 2013, 02:10 AM   #21
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Weren't you watching and listening? He wouldn't use the word "box" in the name
"iLunch"
The worlds most advanced lunch pail.
Integrated calorie counter and fitness planner.
Messages and Twitter integration: connects to other iLunch devices and shares what they are eating, " Sally we know you had a third snack pack".
Gatekeeper- will not allow anything over 450 calories into the iLunch device.
And finally lunch automation: it mixes your mio flavor drink for you.

And it's only 400$.
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Old Feb 20, 2013, 08:17 AM   #22
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OMG Apple is going to make a lunchbox... The iBox! Front page tomorrow.
iDine. Did you not watch the video?
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Old Feb 20, 2013, 08:23 AM   #23
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OMG Apple is going to make a lunchbox... The iBox! Front page tomorrow.
That is the funniest thing I've ever read on this site. I can't stop laughing.
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Old Feb 19, 2013, 11:53 PM   #24
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"iTunes"

Your app for managing and backing up your smartphone contacts and apps, sync all your photos, and download e-books.

"iPhone"

The device you use to browse the web, access social networks, send text messages to your friends, check the weather, play games, tether your computer...
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Old Feb 20, 2013, 02:44 AM   #25
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"iTunes"

Your app for managing and backing up your smartphone contacts and apps, sync all your photos, and download e-books.

"iPhone"

The device you use to browse the web, access social networks, send text messages to your friends, check the weather, play games, tether your computer...
I think his point is rather more subtle than how you should name your products. As I understood him, he suggests being careful what words you use in the design process so as to not get caught up in predefined notions of what certain words represent. You still might end up calling your end product the "magical lunch box" even if it looks like no lunch box you've ever seen, just as you might end up calling your hand held touchscreen computer a "phone".

Don't know if it's the best example in this context, but I'm kind of reminded of some of the early hard-drive based MP3 players right around the time the first iPod was released, that looked like portable CD players for some reason:
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