So, how is his departure going to affect Apple? Well, I am not sure it will actually affect the company at the ground level that much. In that sense, it is not the end of an era. Although his association with the company will continue via his new outfit, LoveFrom. ![]() So what if Steve went, the faithful reckoned, Jony was still around. And he was Steve Jobs’ best friend, wasn’t he? So he would obviously understand Apple design. Apple’s core strength was considered to be the design. This was of course profoundly unfair to Tim Cook, but then the new Apple CEO was seen as a person who was more a logistics and administrative wizard. Such was his aura that even after Steve Jobs’ unexpected demise, many felt that Apple was in good hands because Jony Ive was still around. He was also perhaps one of Steve Jobs’ closest friends. After all, Apple products are known for their amazing design. Apple as it was on Steve Jobs’ second coming, that is. For many, indeed, he was the soul of Apple. Jony Ive (I am dropping the “Sir” not out of disrespect, but out of sheer familiarity) was much more than that. And before you ask, the fuss is also not just because Ive was the man behind products like the iPod, the iPhone, the MacBook, and the iPad, products which transformed computers and gadgets as we know them. ![]() ![]() This is no high profile executive who came on stage and in videos (with that famous white backdrop) to talk about products in a matter that induced tech Zen among viewers (we still remember how calmly he explained the concept of chamfers!). This is no mere design executive or Chief Design Officer (CDO) calling it a day. It would be naive to treat Ive’s farewell to Apple as just another corporate departure. In what is an ironical twist, Apple had been a client of Tangerine when Ive was spearheading it, and Apple will also be a client of Ive’s new venture, a creative agency called LoveFrom. Ive, who had joined Apple in 1992 (his first assignment was evidently to work on the second edition of the Newton), from his own company, Tangerine. Sir Jony Ive, the man behind a number of Apple’s pathbreaking products, is going to leave the company with which he had become almost synonymous.
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