Since former Apple design chief Jony Ive left the Cupertino-based company in 2019, he has continued to work as a consultant to Apple through his design firm LoveFrom. But now reports say the partnership between Apple and Ive has ended.
Apple and Ive have agreed not to work together any more, ending a relationship spanning more than 30 years. reported the New York Times. Ive was responsible for some of Apple's most important products, designing the iPhone, Apple Watch, Macs, Apple retail stores and more. Ive announced his departure from Apple in June 2019, with the goal of starting his own design firm. At the time, Ive said that Apple would be one of his main clients, with him continuing to work as a designer.
The contract was valued at over $100 million
Since then, Ive has worked on the 24-inch iMac and other products, and helped design the Apple Car. When Ive left Apple, Apple signed a multi-year contract with him that was valued at more than $100 million. The contract stipulated that Apple would be LoveFrom's primary client, but Ive was not allowed to work on projects that Apple perceived as competition. Ive and Apple wanted to renew the contract, but decided against it. Apple executives reportedly questioned how much Apple was paying Ive and were frustrated that Apple designers were moving to LoveFrom. Ive, in turn, wanted the freedom to choose his own clients without coordinating his work with Apple. Rumor has it that Ive left Apple because he was discouraged after the launch of the Apple Watch.
Jony Ive is said to have been frustrated with Apple's board
Ive was reportedly unhappy because Apple was focusing less and less on design and more and more on operations. He is said to have felt that Cook had little interest in the product development process. Specifically, it is reported that Ive was frustrated that Apple's board was filled with directors who came from finance and operations rather than technology. Since Ive's departure, Jeff Williams has led Apple's design teams and will continue to do so. Industrial design will continue to be led by Evans Hankey, software design by Alan Dye. Apple's marketing chief Greg Joswiak is also said to play a central role in product design decisions. (Image: Apple)
