Why did Jonathan Ive, the chief designer of Apple products, leave Apple?

Jonathan Ive , Apple's chief design officer until 2019, was expected to play a leading role in leading Apple after Steve Jobs died, but left Apple in late 2019 to become a new company. Established 'Love From'. After Steve How Apple Became a Trillion-Dollar Company and Lost Its Soul , New York Times technology reporter Tripp Mickle interviewed more than 200 people involved in Apple. Did you become a trillion-dollar company and lost its soul?) ”Will be released on May 3, 2022, and the New York Times will release a part of it,“ What does Mr. Ive's departure from Apple mean? ” Is open to the public.

Why Jony Ive Left Apple to the'Accountants' --The New York Times

First announced in 2014, the Apple Watch is considered the first new category product with Tim Cook as CEO after Steve Jobs' death in 2011. As Chief Design Officer, Ive thought it was important to get the Apple Watch accepted as a fashionable accessory, but under Cook, he had a strong idea to focus on the functional part. As a result, Cook was afraid that leaving Apple to Ive would move investors away from Apple, so Ive's design-focused idea was approved.

However, at that time, Mr. Ive told a colleague that 'I am not endorsed within Apple,' Mickle wrote. Ive's colleagues also said that Ive was angry about the bloat of the company and was disillusioned with Cook's 'shift of focus from hardware development to services' and 'the rise of in-house operational leaders.' Eventually Ive left Apple in 2019 to become independent.

Jonathan Ive, who has worked on the design of iPhone etc., to establish a new company 'Love From' independently --GIGAZINE

Mickle also explains the relationship between Jobs and Ive about the iMac. The success of the iMac strengthened their relationship, and the two shared a minimalist philosophy that emphasized simplicity while emphasizing design sensibility. Jobs' best friend and counselor Wayne Goodrich said, 'Since Johnny (Ive) understood Steve's dissatisfaction before the announcement of the iMac, when Johnny was in the room It was a reassuring time for Steve. '

What did Apple's designer Johnny Ive learn from the now-deceased Jobs? --GIGAZINE

After Jobs's death, Ive devoted himself to the design of the Apple Watch with great success. However, unlike Jobs, who frequently visited Ive to talk about development, his colleagues at the time were largely due to the fact that the newly appointed CEO Cook rarely visited the design studio and the success of the Apple Watch. While receiving praise, Mr. Ive said that he was exhausted, such as saying, 'It is the most difficult year I have been with Apple for 20 years.'

Ive told Cook that he was tired and wanted to quit the business because he took on much of the responsibility for product design and marketing on behalf of Jobs. Fearing that Ive's resignation would lead to the sale of shares, Cook made an arrangement that allowed Ive to freely commute to the design office and participate irregularly, but 'Ive was frustrated and burned out. ', Said a colleague at the time.

Johnny Ive, who has designed many Apple products, decided to move away from soft and hard design --GIGAZINE

by Hisako TANAKA

'After Steve: How Apple became a Trillion-Dollar Company and Lost Its Soul' was published on May 3, 2022 and will be available for purchase on Amazon from May 12th.

Amazon | After Steve: How Apple became a Trillion-Dollar Company and Lost Its Soul by Mickle, Tripp | Kindle Store

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