Why did Jony Ive leave Apple?
The true story of why Jony Ive resigned as chief design officer at Apple may have been somewhat different from the official statement. A new book by NYT Tripp Mickle, entitled “After Steve: How Apple Became a Trillion Dollar Company and Lost Its Soul”, reveals the challenges faced by the design department after the technocrats headed by the former head of the Apple supply chain Tim Cook. The steering wheel. The article adapts an anecdote from the book that exemplifies Mr. Ive’s growing frustration with the company’s new, more elegant and technocratic direction. For the introduction of the Apple Watch, the chief designer wanted to organize a luxury event with a tent and include the relocation of twelve trees on campus, the organization of which would cost about $ 25 million. He believed that it was more important to define Apple’s new wearable as a fashion statement than to focus on what he could do, as “he considered a Vogue rave more important than any technical critic. The stage was crucial to make the event as glamorous as a high quality fashion show “. We can not say that this fashion accessory strategy has not served Apple well all these years, as having an iPhone has become more of a statement than a superiority of hardware. While Mr. Cook eventually agreed to name the event as Jony Ive wanted to keep his famous chief designer happy, the overall culture change did not suit Mr. Ive. “After Mr Jobs’s death, colleagues said, Mr Ive was angry about corporate confusion, angry about Mr Cook’s equity structure, mourned the rise of business leaders and struggled to shift the company’s focus from device manufacturing to service development, ”the article argues, explaining somewhat why Jony Ive left a few years later. At the time, both Wall Street and customers were wondering if Apple could deliver a new product without Mr. Jobs. Mr Ive rallied the company to silence skeptics with the watch. Because it was the first Apple product that people would wear, it wanted customers to feel that they could personalize it. Supported a range of leather and silicone watch straps. It also brought staff specializing in fashion. Mr. Cook rarely visited the studio during the process. One of the few occasions he did this was to see a Leica camera that Mr. Ive had helped design for a charity auction. Mr. Ive shone as he described in detail the work of the designers on camera for Mr. Cook, who nodded expressionlessly. People watching throughout the studio would later joke that they caught Mr. Cook’s eyes fleeing from the charity camera to nearby design tables with iPhones, iPads and Macs that the company sold for a huge profit. There are only a few minutes left. Mr. Ive started with Apple in 1992, where his first task was to work on the second-generation Newton PDA. He has been involved in the design of many important Apple products, such as the translucent all-in-one Apple iMac G3 released in 1998, the cube-shaped all-in-one iMac G4, the iPod, iPhone, iPad, Apple Watch and the AirPods. In addition, Ive’s typical British accent could be heard narrating videos of new Apple products (“this is the best iPhone yet”). He also helped design iOS 7, given this mission in the aftermath of the Apple Maps release fiasco. Until 2011, Ive was the most powerful Apple executive after Steve Jobs and was paid accordingly. He reportedly earned $ 30 million that year and received a $ 25 million stock bonus. Eventually, a new position was created for Ive in 2015 when he was appointed Chief Design Officer. At the time, Ive was helping design the new Apple Park campus in Cupertino. Announcing his departure from Apple, Ive said: “After almost 30 years and countless projects, I’m very proud of the ongoing work we have done to create a design, process and culture team at Apple without a peer. stronger, livelier and more talented than ever at Apple’s team, the team will surely thrive under the excellent leadership of Evans, Alan and Jeff, who have been my closest collaborators. at Apple, who remain my closest friends, and I look forward to working with them for many years to come. ” Apparently, he finally had some complaints with Apple’s new way, which he chose not to express publicly for the sake of maintaining a cordial relationship with the company for which he had been planning for decades. Apple, on the other hand, has never been more financially successful and its products have never been more influential than they are now, so Tim Cook’s strategy may have been at least as effective in achieving these goals as Jony’s vision Ive.
