The story goes beyond that episode and talks about the iPhone’s tenth anniversary – Jony Ive’s latest product reveal with the Mac Pro and Pro Display XDR – and how a screening of the movie Yesterday inspired him. Only a few people inside Apple knew the truth: Mr. The company gave him the title of chief design officer and promoted two of his lieutenants. Ive reached an agreement for the designer to relinquish daily management responsibilities and work primarily on new products. Jony Ive’s departure would lead investors to sell shares. Ive said he had found it draining to fight with his colleagues over promotion and had become overwhelmed by managing a staff that stretched into the hundreds, multiples of the 20-person design team he ran for years. Jobs, he had assumed much of the responsibility for the product’s design and its marketing.
Cook and told him that he was tired and wanted to step back from the business. In another part of the article, Tripp Mickle tells how Jony Ive becoming chief of design made him “overwhelmed by managing a staff that stretched into hundreds, multiples of the 20-person design team he ran for years”: Three years later, in 2014, “former company executives estimated that an Ive departure would erase more than $50 billion from Apple’s market value, or as much as 10 percent,” and this is why Cook decided to go with Ive’s tent idea. Post Jobs: Jony Ive’s and Tim Cook’s different visionsĪfter Steve Jobs died, Tim Cook was careful about losing Jony Ive. With time, as we all know, the Apple Watch transitioned from a fashion product to a fitness product. He would tell colleagues that the debate over the event and the larger struggle over the watch’s marketing were among the first moments that he felt unsupported at Apple.
In the end, Apple’s CEO Tim Cook accepted Ive’s idea, although the designer would later recast it as a “Pyrrhic victory.” Not only did he want to build a $25 million lavish white tent to promote the first Watch, but he “regarded a rave from Vogue as more important than any tech reviewer’s opinion.” According to Mickle, “the tent was critical to making the event as glamorous as a high-end fashion show.” Jony Ive envisioned the future of the Apple Watch as a luxury product. Ive was pushing for a product reveal more audacious than any in the theatrical company’s history. Now, he was seated at a conference table with Tim Cook, the company’s chief executive (…). His love of pure, simple lines had already redrawn the world through such popular products as the iMac, iPod and iPhone. It was 2014, and Apple’s future, more than ever, seemed to hinge on Mr. In an article published today in the newspaper, Mickle adapts a part of his book and talks about the final years of Jony Ive at the company. One of the reasons was Jony Ive leaving the company. More than a decade later since Apple’s cofounder died, the Cupertino company is doing better than ever, but a new book by New York Times Tripp Mickle called After Steve talks about how Apple became a trillion-dollar company and lost its soul. He also points at the new iPhone 12 and iPhone 13 models which sport flat edges instead of curved, making them more durable compared to its predecessors where the display would be more prone to cracking if they were dropped on their sides.“What would happen to Apple now that Steve Jobs is dead?” That was the billion-dollar question made by Wall Street, Apple fans, and the company’s employees in 2011. There is also the new MacBook Pros which saw Apple bring back a ton of ports for better functionality. He points to devices like the Siri Remote for the Apple TV, where the latest model now comes with added buttons for better control. However, according to Bloomberg reporter Alex Webb, he believes that ever since Ive left Apple, the company has started to create products that are more functional.Īccording to Webb, he claims that Apple’s more recent products show that the company has started to reemphasize function over form. It’s safe to say that designer Jony Ive’s contributions to Apple over the past decade or so have definitely played a big role in helping put Apple on the map.
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