An excerpt from the new book “After Steve: How Apple Became a Trillion-Dollar Company and Lost its Soul” by Tripp Mickle, published by The New York Timescontains new information that may provide insight into why Jony Ive chose to leave Apple.
Apparently, it should have started to cut when Jony Ive wanted to launch the Apple Watch as a luxury fashion accessory with a large event that would cost 25 million dollars. Apple’s marketing team has questioned the cost and argued that the launch of the Apple Watch should instead focus on the features of the smartwatch.
Apple CEO Tim Cook will eventually take Jon Ive’s side, but Jony Ive will apparently tell his colleagues that the debate over the event and the smartwatch’s marketing were the first times he felt he did not get any support from Apple. Something that should have started at the end. Jony Ive should also not appreciate the increased number of managerial roles and that the company focused more and more on services than on hardware.
Jony Ive has reviewed the design of well-known Apple products such as Iphone, Ipad, Macbook and Imac. He left Apple in 2019 to start his own design company Loveform, which has Apple as one of its main customers.
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