Jony Ifinal ve years at Apple: his relationship with Tim Cook, the Apple Watch generation, and the coming sleep

“Now that Steve Jobs is no longer alive, what will happen to Apple?” In 2011, Wall Street, Apple fans, and company employees all asked the billion-dollar question. Apple is doing better than usual more than a decade after its founder died, but a new book by New York Times Tripp Mickle called After Steve discusses how Apple became a multi-billion dollar company and lost its importance . One of the reasons for this is Jony Ideparture ve’s from the company.

In an article published today in the newspaper, Mickle edited a section of his book and talked about the last years of Jony Ive in the industry. It was 2014, and Apple’s future, more often than not, seems to depend on Mr. Ive. Its love of clean, simple lines has redefined the world through such popular brands as iMac, iPod and iPhone. Now, he is sitting at a conference table with Tim Cook, the company’s director (…). Both want another hit, but Mr. Ive pushing for a product shows more confidence than any in the history of the theater industry.

Jony Ive sees the future of the Apple Watch as a luxury product. Not only did he want to build a $ 25 white lavish tent to promote the original Watch, but he “considered a rave from Vogue more important than any technical inspector’s advice.” According to Mickle, “the tent is important to make the event as bright as a high-profile exhibition.” In the end, Apple CEO Tim Cook took Ive’s advice, although the developer would later repeat it as a “Pyrrhic victory.”

He would tell colleagues that the controversy over the incident and the great struggle over the sale of watches were among the first moments he felt unsupported at Apple. Over time, as we all know, the Apple Watch changed from a fashion product to a fitness product. Postal Services: Jony Ive’s and Tim Cook different scenes After Steve Jobs died, Tim Cook was careful about losing Jony Ive. Three years later, in 2014, “company executives already estimate that an Ive departure would cost more than $ 50 billion from Apple’s market value, or about 10 percent,” and that is why Cook decided to leave. with Ive tent advice.

Amidst these changes, Jony Ive approached Cook and told him that he was tired and wanted to quit. Without Mr. Jobs, he has taken on a lot of responsibility for his product design and marketing. People close to Mr Ive said he had seen him fight to fight with his teammates on the promotion and had become discouraged by managing a staff that stretched into the hundreds, numbers of 20-man design team that ran for years.

Mr Cook fears Mr Jony Ive’s departure could lead investors to sell shares. To avoid that, he and Mr. Ive have reached an agreement for example to relinquish daily management responsibilities and work primarily on new products. He will work part time. The company awarded him the title of chief design officer and promoted two of its executives. Only a few people inside Apple knew the truth: Mr. Ive was sad and sleepy.

The story goes beyond that event talking about the tenth anniversary of the iPhone – Jony Ive’s new product launch with Mac Pro and XDR Display Pro – and how the movie monitoring Lana supported it. “Art needs good space and support to grow,” he said, according to those present that evening. “When you’re really big, that’s important.” You can read the full New York Times article here about Jony Ive’s departure. Mickle’s colleague also reviewed his book, which you can read here.

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