Ex-Apple designer Jony Ive must be asking “Will it blend?”

Sometimes the headline writes itself. The story is that renowned former Apple designer Jony Ive has allegedly put some cash into a blender company.

Will it blend?

It’s a smart idea that he’s invested in.

A company called Cruz has come up with a screw-on cap that turns bottles into portable blenders. Forbes calls this a “Tesla for Smoothies.” If you think about it, that’s a great idea when someone is out and about.

The idea should I guess work like this:

1. Own Cruz bottle.
2. Buy some fruit from a shop you happen to be passing.
3. Put the fruit in the bottle after giving it a wash.
4. Add some other liquid, a little water, or vast quantities of gin.
5. Add a little more gin.
6. Hit the button.
7. Drink a colossally fresh smoothie. You may burp lightly at this point.
8. If you burp heavily, you may need additional help.
9. You can add Chia seeds, or use non fruit items if you want – it’s really up to you.
10. Here’s the affiliate link to a best-selling healthy smoothie recipe book on Amazon.

The only problem of course is that the blender needs a little power, so its blending mechanism recharges using USB-C. The device costs $129 and comes with a 32-ounce vacuum insulated bottle but should fit any wide-mouth bottle.

What’s the connection?

There’s an Apple connection to this.

The company was founded by Apple engineers, Matthew Moore, and Dakota Adams.

On its website, the company explains:

“On a mission to fight the proliferation of low-quality plastic products, Cruz was founded by ex-Apple engineers Matthew Moore and Dakota Adams. Using thoughtful design, impeccable craftsmanship, and cutting-edge technology, Cruz creates exceptional user experiences in products – while controlling its entire supply chain end-to-end.”

They explain their purpose is a war on crappy devices, and explain how they met, “building a new battery factory for what was then the next generation Apple Watch.”

Of course, as ex-Apple design alumni, you can guess some of what is on offer here.

All the buzz words vie for your attention:

• “Machined aluminium enclosure.”
• “Custom battery tech.”
• “Building our own end-to-end supply chain.”
• “A decade of engineering and operations expertise.”

In other words, it’s a product high on Apple design values. Which is nice.

And the investment from the old boss suggests even the ennobled former Apple designer likes a sip of something lively when he’s sat at the wheel of his Aston Martin.

Which means now more than ever before he’ll be asking, “Will it blend”?

Does anyone else remember?

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