Apple drops Jony Ive as a creative consultant

Jonathan (most often known as Jony) Ive has informed Apple industrial design (ID) for decades, and is credited along with his team with crafting the looks of devices such as the first iPods, iPhones and iPads. The former Chief Design Officer at Cupertino can also be said to have had a strong influence on other devices such as MacBooks and AirPods. However, Ive is now officially no longer affiliated with the company.

Ive has not in fact technically worked at Apple since 2019, although he had had a contract to act as a consultant via his own company, LoveFrom. The contract was in effect for 3 years, with an option to extend it at the end of this term. However, Apple has chosen not to take it on this occasion, apparently with no opposition from Ive on the matter.

Some correspondents argue that Ive's most recent position relative to Apple was only granted in order to appease the latter's shareholders, as his work was seen as essential to the OEM's brand reputation as a source of premier hardware. Now, however, the company might finally be ready to move on and become more focused on performance rather than esthetics, as it and its best-known ID figure part ways.