Former Apple CEO Jony Ive has left iPhone maker tired and tired in the wake of CEO Tim Cook’s numerous structural changes, an article based on a book about Apple’s transformation claims, with the movie “Yesterday” part of Ive’s announcement to leave to his design team. Jony Ive left Apple in 2019, after nearly three decades of working for the tech giant on many of its major products. Leaving was a shocking exit, but it was inevitable due to a change in culture in the company. In a New York Times article based on Tripp Mickle’s book “After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul,” Ive resigned after years of frustration, seeing the company migrate from an entity focused on design in one that was more useful. The account begins by highlighting the relationship between Ive and former CEO and co-founder Steve Jobs, describing in detail the creation of the iconic iMac. With Ive’s presence seen as a relief for Jobs at times, the two worked closely together, with Jobs constantly visiting the company’s design studio. With the introduction of Cook and the death of Jobs, Ive’s experience in the company had changed significantly. Cook apparently showed less interest in design than Jobs, with far fewer studio visits when creating the Apple Watch. During Apple Watch’s shift from fashion to fitness, Ive allegedly approached Cook because he was tired and intended to leave the business. Disagreements with colleagues over the promotion and management of hundreds of employees instead of the smaller 20-member design team also severely depleted Ive. Fear of Ive’s departure affecting the share price pushed Cook to reduce Ive’s responsibilities and make him head of planning. At the time, very few at Apple were apparently aware of Ive’s frustration and exhaustion. The changes apparently also led Ive to work differently, going from almost daily product reviews to sometimes not judging plans at all for a few weeks. For the 10th anniversary iPhone, Ive invited software designers together for a product review at San Francisco’s social club, The Battery. After failing to apologize for being nearly three hours late, Ive looked at the printouts and commented, but made no final decisions at that time. While Ive seemed absent, Cook continued to move the company in a new direction, including the appointment of former Boeing chief financial officer James Bell as company director to replace Mickey Drexler. Ive did not support the change, commenting “He is another of these accountants” to a colleague. Cook’s ability to have more say in the financial sector also angered Ive, which moved to control external contractors. Regarding Ive’s decision to leave, the article talks about a night in June 2019 where Ive gathered his design teams in a theater for a private screening of “Yesterday”. The choice of the film was appropriate, as it was a “two-hour exploration of the eternal conflict between art and commerce”, the article states. After the pre-announcement film, Ive told his teams “Art needs the right space and support to grow. When you’re really big, that’s especially important.” A day later, the design teams were asked to clear their diaries for a meeting with Ive, who told them that with the completion of the new building, his time at the company was running out. Ive commended the team and urged them to maintain Apple’s identity, and assured them that he would continue to work as a consultant through the design company LoveFrom. With the departure of Ive and the acquisition of a $ 100 million CEO’s exit package, the design at Apple seems to have taken back the features and performance. The designers said that the lack of Ive has led to more collaboration with colleagues who work in engineering before, but at the same time face more cost pressures for their work.
