This morning, Wall Street Journal published a report on its recent years at Apple, based on conversations over more than a year with people working with Ive, as well as people near Apple's leadership.
The report follows a similar story of a design team frustrated with Ives growing absence, but shines a focus on the design boss's own dissatisfaction with the company, which he felt became less design-focused and more operationally led.
According to sources who spoke to WSJ Ive pushed for Apple Watch to be done despite disagreement from some leaders, who asked if such a small device could have a killer app it would force people to buy it.
When CEO Tim Cook approved the project in 201
Ive eventually wanted to place the watch as fashion accessory, but some Apple executives anticipated it as an extension of the iPhone. Finally, a compromise was agreed, and at $ 349 at the iPhone, Apple created a $ 17,000 gold version and partnering with Hermès.
The company sold about 10 million units in the first year, a quarter of what the Apple forecast told, a person familiar with the case WSJ . Thousands of gold versions are said to be unsold.
Ive said his work on Apple Watch in 2014 had been one of his most challenging years on the company and told Cook he wanted to go back from the day-to-day management responsibilities and have the time and space to think. "
Ives campaign for chief designer was a recognition of his desire to return, but the change proved to be intrusive internally. In one example, it is said that Ive promised to hold a "design week" every month with software developers to discuss their work on the iPhone X, but he rarely came up. Even when he was involved, Ive's leadership of important decisions seemed to be weakening.
For the iPhone X model, Mr. Ive and other Apple executives decided that the phone didn't want any home button. The human interface was prompted to design software features that could return people to the home screen without it.
For the January 2017 meeting on the battery, Apple security followed escort prototypes up from the headquarters in an airtight Pelican case. The team presented a number of features for Mr. Ives approval, including how to switch from lock screen to home screen.
The pressure was on to complete the functions before for the phone's haystack. Team members were disappointed. Mr. Ive was unable to give them the guidance they needed.
After the iPhone X launch in September 2017, a key designer was left and others are considering leaving, since Ive's absence had made an effort for Samholdet centrally to product development.
Knowing dissatisfaction, Cook asked Ive to resume daily responsibility later that year. Ive agreed, who initially encouraged designers, but his absence resumed later when he spent more time in the UK, where his father was ill.
Around this time, Ive had allegedly "disappeared" by Cook, who is said to have "shown little interest in the product development process," according to people in the design studio. Ive was also frustrated when Apple's board became increasingly popular with board members based on finance and operations rather than technology or other areas of the company's core business.
Despite deciding to leave, Ive collapsed the industrial design and human interfaces into one office thanks to his work at Apple Park, and is said to have created new processes for faster prototypes of new products and software features.
A colleague who has worked closely with Ive, told WSJ : "He built Apple into this ID (industrial design) and HI (human interface) power plant. What does it mean in the future? we know It is not the team he inherited. "