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Home / Business / Jony Ive, who leaves Apple, signals the end of the era of Steve Jobs

Jony Ive, who leaves Apple, signals the end of the era of Steve Jobs



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Tim Cook (left) and Jony Ive (right) take a look at Apple's new Mac Pro desktop computer, which was announced in June ,


James Martin / CNET

When Steve Jobs resigned as Apple's CEO in August 2011, people said this was the end of an era. Announcing Thursday's farewell to Jony Ive (19459005) from Apple is the latest sign of the new Apple. In the past few decades, Apple has experienced one of the most dramatic resurrections in history. The story of the dramatic rise of co-founders Jobs, of decline and near-death after his fall and rebirth is the stuff of the Silicon Valley legend.

During this time, two names have been recognized as the driving force behind this success: Jobs, who returned to Apple in 1997, and his right-hand man, Ive, whose design ethos is a generation of elegant, minimalist products such as the iPhone .






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Ive and Jobs were close friends and linked to frequent lunches and a similar sensitivity to design. "We really clicked on the first meeting in a rather shocking way," I said in a rare interview in 2017. "We have just reached an immediate agreement." This partnership has helped make Apple a giant in the industry even before Jobs's death in 2011.

The departure of Ive, whose muted British voice introduced Apple hardware in countless sizzling roles, is the latest sign of significant changes within Apple. The company has grown into one of the world's most profitable and highly valued companies, worth almost $ 1 trillion on the back of the iPhone. However, sales of the device have declined, and while everyone would like Apple's problems – just $ 58 billion in revenue and $ 11.5 billion in revenue in the quarter ending March 30th – it seems to be the era in which the hardware dominated everything passed.

Apple has begun to openly discuss what's next.

The biggest sign of this change was Apple's this year's event in March, when CEO Tim Cook reported on how the company plans to launch a number of subscription services next year. Including a magazine and news service ( Apple News Plus ), a television and documentation service ( Apple TV Plus ), and a game service ( Apple Arcade .) Plus for $ 9.99 a month has been released, the others are expected in the fall, there was – no wheeze! – no hardware to see.

The new Apple under Cook was not always well received, and the fans were annoyed Often talking about how much the company changed, they criticized Apple's Maps fiasco in 2012, complaining about the problematic new keyboards in Apple's laptops in 2014.

Jony Ive and Tim Cook looked at iPhones.


Apple

But Ive's farewell will be different as he signals he'll be with Apple for years to come. His new design company will have Apple as the main customer. And the company plans devices years in advance to make sure that the next iPhone, iPad or headset we see on store shelves still has its fingerprints, even if it no longer has an Apple employee badge.

"While we think of this development as being negative, we believe that the potential impact of Mr. Ive's departure should be manageable," wrote Everit analyst Amit Daryanani, in a note to investors.

And all this does not mean that the iPhone is over or so Ive's legacy is sealed. After all, each of these services is so closely linked to the device that Oprah Winfrey announced on the stage her own offerings for Apple TV Plus and reminded viewers that the iPhone was "in billions of pockets". However, this means that Apple is changing.

Apple thinks differently.

While Apple's push-in service for the company will be a high profile bet in the coming years, this is not the only one. Other projects that I've probably already contributed to are new iPhones, as expected later this year with a new third-back camera, as well as a new Apple Watch.

Apple is also working on a powerful wireless headset, with which they knew the story told CNET last year. The device, designed to bridge augmented reality and virtual reality and run on Apple's own chips, is scheduled for 2020.

The iPhone maker also just purchased Drive.ai, a self-driving car launch worth $ 200 million at a given time. It has been rumored that the company is working on self-driving technology, although rumors have it that the size of the team working on the project has been reduced earlier this year.

It's unclear where all this leaves Apple and Ive with his new job. One thing is for sure that analysts and Apple observers treat Ive alike as a future employee.

wrote longtime Apple commentator John Gruber. "Either you're with Apple or not, I'm out."

Wedbush Analyst Daniel Ives agreed. "I've left a hole in the business and I'm clearly irreplaceable as he has been one of Apple's most important figures over the last few decades," he wrote in a letter to investors. "His fingerprints are deeply woven into Apple's core DNA, and the key question now is the future product innovation that has led to the disappearance of one of Apple's key visionaries."

The story was originally published at 5:00 pm PT.

Update, 10:03 am PT: To include additional background.


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