The BBC has released a video that shows more of the Blue Peter interview with Sir Jonathan Ive that was broadcast last Saturday.
In the longer version of the interview, Ive is asked to speak about how he would design a lunch box. "Imagine that was your brief, if you were given that task, how would you have approached it," asks the presenter.
Ive suggests that the first thing his team at Apple would do is stop constraining themselves with the idea that it should be a box.
"If we were thinking of lunch box we'd be careful about not having the word box already give you a bunch of ideas that could be quite narrow, because you think of a box as being square, a cube, and so we're quite careful with the words we use because those can sort of determine the path you go down," Ive said.
During the programme, Apple's design guru Sir Jonathan Ive was presented with the highest award any UK-born citizen can receive: he has been presented with a Blue Peter badge.
British-born Sir Jony Ive is Apple's senior vice president of hardware and software design. He is the leading designer behind a raft of Apple products including the iMac, MacBook, Mac Pro, MacBook Air, iPod, iPhone, and the iPad. Ive was born in Chingford, near London and holds a Bachelor of Arts and an honourary doctorate from Newcastle Polytechnic. He has been recognized with numerous design awards including being named Designer of the Year by the Design Museum London in 2003 and being awarded the title Royal Designer for Industry by The Royal Society of Arts. He received his knighthood from the Princes Royal in a ceremony at Buckingham Palace last May. His knighthood was announced in the Queen's New Years Honours list on 31 December 2011.
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