Here Is A Fantastic Video Of Apple's Design God Jony Ive Critiquing Children's Backpack Designs

Here’s the full video of Jony Ive’s appearance on Blue Peter, a British children’s show.

It’s a great video for two reasons:

  1. We see Ive reveal a little nugget about how Apple approaches design. He says he would never use the word “box” in thinking about how to design a combo lunch box and backpack because “box” would fill his head with preconceived notions.
  2. We see Ive as a real human being, acting kind and cuddly about the work of little kids. Normally, he’s sort of a robot in Apple’s promotional videos.

Anyway, it’s fun. Check it out:

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