Apple cuts ties with former design guru

By Scoop
July 15, 2022 · less than 3 min read

Jony Ive sort of left Apple in 2019. Now, he’s actually leaving for good.

The end of the road

Jony Ive was the man who revolutionized tech. He was the brains behind each shape, curve, and rounded edge of Apple’s future-facing tech. And when he left the firm in 2019 to create his own design company, Apple Chief Exec Tim Cook reassured everyone that they would still be working together.

But supposedly, the contractual details between Ive’s new firm and Apple have proven too tricky a future to navigate, and with the deal up for renewal, the two parties have decided to call it quits.

Treading on eggshells

According to people close to Ive, his new business had to clear any new clients with Apple before being able to work with them. A move clearly designed to stop him from working with potential competitors, but it goes without saying that when you’re running a company that Apple has a borderline veto over, it’s not exactly good business.  

So, the man who drove the iMac, ear pods and a whole more is finally heading in his own direction. Just how amicable this departure has been isn’t known. Apparently, Ive got fed up with Apple’s new approach under Tim Cook, sacrificing design boldness for efficiency. If those reports are true, it really is the end of this once industry-leading relationship.

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