iPhone designer leaves Apple to start own company

The man behind the iconic designs of the iPhone, iMac and iPad is leaving Apple.

Jony Ive, a close creative collaborator with Apple Inc cofounder Steve Jobs, whose designs drove its rise to a $1 trillion company, will leave later this year to form an independent design company.

Apple said Ive will continue work on its products at his new venture, but shares fell as much as 1.5 percent to $197.44 in after-market trading, wiping about $9bn from the firms value.

The Cupertino, California-based company did not give an exact date for his departure.

Ive has been a fixture on Apples design team since the early 1990s and is known for shaping Apples signature rounded, stylish designs.

He is often pointed to as the visionary behind what set Apple apart from its competitors – technology that didnt just look like boxes of wires, but that was fashionable and trendy.

Ive joined the company in 1992 as a young senior designer. Jobs was in the midst of his 12-year exile at the time, and upon his return, he named Ive senior vice president of industrial design.

The pair were known to work closely together in the decades before Jobss death in 2011. Jobs once referred to Ive as his “spiritual partner”.

Wickedly intelligent

Walter Isaacson, who wrote the 2011 biography Steve Jobs, quotes him describing Ive as “wickedly intelligent in all ways”.

“He gets the big picture as well as the most infinitesimal details about each product. And he understands that Apple is a product company. He is not just a designer,” Jobs told Isaacson. “He has more operational power than anyone else at Apple except me.”

The name for Ives new design company, LoveFrom, comes from something Jobs once told him, he said in an interview to the Financial Times, published on Thursday.

Jobs said making something with “love and care” was a fundamental component and doing so meant you were “expressing your gratitude to humanity, to the species”.

“I so identified with that motivation and was moved by his description,” Ive said.

Ive, Isaacson wrote, is a fan of the German industrial designer Dieter Rams, who “preached the gospel of less but better”. Apples designs, led by Ive, have become synonymous with elegant simplicity.

“Simplicity isnt just a visual style,” Ive told Isaacson. “Its not just minimalism or the absence of clutter. It involves digging through the depth of the complexity. To be truly simple, you have to go really deep.”

Ive was eventually promoted to his head of design role, where he shaped the simplistic and people-friendly phones and computers for which Apple has become known. He had a say in it all, from the bright, rounded iMacs of the 1990s to the sleek, silver and black iPhones of today.

In more recent years, Ive put part of his focus into designing the company's giant spaceship-like campus, Apple Park.

Ive, who grew up outside London, was knighted at Buckingham Palace in 2012. He studied design at Newcastle Polytechnic (now Northumbria University) in Newcastle, England, and founded his own design company called Tangerine – work that would lead him to Apple.

He wont be immediately replaced. Two of his deputies will report directly to the companys chief operating officer, Jeff Williams, who has led the development of the Apple Watch.

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