Jony Ive will depart Apple to start his own company

Report describing Jony Ive’s Apple exit gains a sharp response from Tim Cook

Enlarge / Jony Ive speaks onstage during the 2017 New Yorker TechFest in New York City. (credit: Brian Ach/Getty Images)

Yesterday, The Wall Street Journal published a report describing the years and events leading up to design chief Jony Ive’s recently announced departure. Among other things, it claimed Ive had become increasingly disengaged from the company and its design teams after Steve Jobs’ death, in part because of his frustration with a new, emerging Apple leadership that focused more on operations than design.

In the wake of that report, Apple CEO Tim Cook—who had allegedly frustrated Ive with his lack of interest in product design, the story’s sources claimed—emailed NBC News and MSNBC Senior Media Reporter Dylan Byers calling the story “absurd.” Cook said its “conclusions just don’t match with reality” and claimed that it “distorts” the events described. Byers then claimed on Twitter that a Wall Street

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Jony Ive will depart Apple to start his own company

Jony Ive will depart Apple to start his own company

Enlarge / Jony Ive speaks onstage during the 2017 New Yorker TechFest in New York City. (credit: Brian Ach/Getty Images)

Jony Ive, Apple’s longtime design chief, will depart Apple to form his own independent design company, according to a press release distributed by Apple today. While he will no longer be an employee, he will count Apple among his clients at the new firm, according to both parties.

Ive’s new company will be called LoveFrom. It will be based in California, at least to start, and will launch in 2020 after a transition period later this year, according to a Financial Times article about the change.

“While I will not be an [Apple] employee, I will still be very involved—I hope for many, many years to come. This just seems like a natural and gentle time to make this change,” Ive told Financial Times. CEO Tim Cook also commented

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