Ive started appearing at Apple's offices less frequently after Watch's release. Instead of an iPhone peripheral, I saw that it was a fashion accessory, in conflict with Apple executives over how to position them. The resulting unit sold only 10 million units (one quarter of the forecast), while thousands of copies of the $ 1
Much like many Apple fans, Ive, was apparently frustrated by the change in corporate culture from one – established by he and Jobs – where design ruled. He was not only disappointed that Tim Cook "showed little interest in the product development process, but also that Apple's board was increasingly filled with board members who had no experience with Apple's business.
 Ive been promoted to the Chief Design Officer shortly after its launch, but only came to the office a few days a week, according to Bloomberg . Meetings were often moved to San Francisco where he lived, and even to hotels, home for employees and elsewhere. "The team wanted to be around," said a WSJ source near the Apple management at that time. "He is engaging. He was around less was disappointing."
Ive created many iconic projects with Apple, often as a result of discussions, debates and arguments with Jobs. It includes iconic products like iPhone, iPad, iPod, MacBook Air, Apple Watch and even Apple's new headquarters. However, newer products such as the HomePod and iPhone X models have been less successful, and Apple recently killed the AirPower charge, which I have imagined as a capture for Apple devices. According to WSJ "engineering tests" found that it behaved more like a dormitory. "
Now, his new design company," LoveFrom ", will be paid" million dollars a year to continue working with Apple, " WSJ which can give Ive the best of both worlds, just work on the things he wants for Apple without having to deal with internal policies.