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Apple and Jony Ive completely break up, each will go their own way

Three years ago Jony Ive left Apple to found his own company. It was a very notorious march, since it marked the departure of Apple’s head of design, and the person in charge of the aesthetic plan of some of the most important products of the apple company. It seemed like a total breakand for unknown reasons, but soon after we learned that the Cupertino firm was going to be among the clients of Ive’s new company, which meant that it was still they were going to maintain a relatively strong bond.

The fact is that, in the end, it was clear that something was wrong between the two, that things had changed, and that this seemed more an attempt to look good and to minimize the bickering than a true agreement of collaboration and professional advice. It seems that we were not misguided in thinking this way, since the contract valued at 100 million dollars that only the designer and Apple has come to an end, and it seems that Neither party has wanted to renew it.

We do not have an official explanation, that is, we do not know why Jony Ive really left Apple, and the reason why that contract between both parties has not been renewed is not clear, but everything seems to indicate that it has been due to a “significant concern” among Apple executives over the large amount of money that the company was paying for that collaboration with Jony Ive, that is, they were not in agreement with paying him so much.

As for Jony Ive’s departure from Apple, Tim Cook has actively and passively denied that it was due to frustration, tiredness and discouragement caused by the problems arising from the change in strategy after the death of Steve Jobs and the arrival of Cook as CEO of the company. However, all the information we have seen points precisely in that direction, emphasizing that Jony Ive simply got tired of Apple changing from being a design-focused company to focusing on the “practical” and realistic side.

Now that the collaboration between Jony Ive and Apple has completely ended, it will be interesting to see what path the apple company follows in the design of its next products. I personally think we’re going to see an Apple more conservative than ever in this sense, something that some may like, but that will obviously also disappoint others.

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