Why Apple Chief Designer Joni Ive Really Leaves

In late June, Apple announced the resignation of its chief designer, Johnny Quince. He worked in the company for almost 30 years. He was called the right hand of Steve Jobs - together they created the iMac, iPod, iPhone and many other devices that ensured the success of the company. Ive also defined Apple’s main principle - “design above all”. After Jobs died in 2011, designer Joni Ive became the most important person at Apple. The news of his dismissal was taken with alarm, writes Meduza.

Фото: Depositphotos

The agency Bloomberg said that in fact, Ive left the company gradually. In recent years, he shifted his responsibilities to other employees. This information confirms the report of The Wall Street Journal, in which the publication described the differences between Johnny Ive and Apple CEO Tim Cook. The designer was used to the fact that Steve Jobs paid much attention to the development and development of products. Cook almost did not appear in the design studio, and the board of directors turned out to be more and more people with experience in the field of finance and management, and not technology. All this worried Quince.

In 2013, Johnny Ive began developing the Apple Watch. Smart watches were conceived by them as a fashion accessory, but the company offered them to position as an addition to the iPhone. As a result, the designer and management came to a relative compromise. Apple Watch went on sale in 2015 year. Their work still required an iPhone, but the watch had a gold model for 17 thousand dollars. According to the WSJ, the expensive version of the device sold below expectations.

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Work on the Apple Watch exhausted Johnny Ive. He himself announced this in 2015 year in an interview with the magazine New Yorker. Then he began to transfer his responsibilities to other colleagues. In the same year, Tim Cook invented a new position for Quince - the chief designer. It was assumed that Ive will go to remote work and will appear less often in the office. Sources WSJ argue that the changes have a bad impact on the staff of the design team. They liked to work directly with their supervisor. Ive promised to arrange monthly meetings with designers, but rarely did he appear. In the end, the company left four "veterans" Apple.

After meeting with Tim Cook Ive in 2017, he briefly returned to the full leadership of the team, this news made his staff happy. But soon Ive again began to spend more time in the UK with his sick father. For the same reason, the chief designer missed the opening of Apple’s headquarters in May 2019, which was hosted by Lady Gaga. Ive at the same time was declared as one of the leading. In early June, a month before the announcement of the resignation, Ive attended the annual WWDC Developer Conference. There, Apple introduced several devices. At previous conferences, videos with a story about updates were usually voiced by Ive, but this year he did not participate in promotional videos.

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Apple plans to continue to work with Joni Ive. According to WSJ, the company will pay millions of dollars based on the design studio LoveFrom. The publication confirms Bloomberg information that Apple is working on augmented reality glasses. As follows from the article, the device will display messages and maps directly to the lenses of smart glasses.

Tim Cook, who usually does not comment on the materials of journalists, called the report of the WSJ "absurd". According to him, the article distorts reality, and its author does not understand how the work of the design team and Apple itself is arranged. He referred to the words of Johnny Quince about his former colleagues, whom he very much praised. Cook also promised that new Apple projects will definitely “hit” everyone.

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