With Jony Ive, Apple lost its most important designer in 2019. A new book now sheds light on why the British star designer ultimately left Apple. CEO Tim Cook plays a central role in this.
Dispute over the Apple Watch: Jony Ive leaves Apple
Jony Ive is considered the most important and influential designer to have ever worked at Apple. His departure from the group in 2019 was a real blow to Apple. So far it has only been possible to speculate about Ive’s motives, as he has not commented on it himself. Now, with “After Steve”, a book is appearing that new details revealed. An excerpt of the book can be read in the New York Times before publication.
According to the author, it has Ive and Cook fight over the first Apple Watch given. Ive wanted pompous marketing around the introduction of the smartwatch as a “fashion accessory”, but Cook was against it for a long time. Among other things, Ive is said to have demanded a $25 million tent with a runway show, which Cook refused. The Apple CEO preferred a more traditional introduction that focuses entirely on the capabilities of the Apple Watch.
Although Ive was ultimately able to prevail with his idea, the bond between him and Cook was severed. Ive is said to have spoken of a “Pyrrhic victory”. According to him, it was the first moment he felt unsupported by Apple. Since the relationship with Cook did not improve later, Ive finally left the group in 2019 (source: New York Times).
Jony Ive was also responsible for the design of the Apple Park:
Jony Ive: Designs from iMac to iPad
I’ve been with Apple since 1992 and for nearly three decades largely responsible for Apple’s product design. Among other things, he is regarded as the creator of the colorful iMac design and has established himself with his designs for the iPod, iPhone and iPad. The design of the Apple software has also been one of his responsibilities since 2012.