Jonathan Ive reportedly leaves Apple frustrated by the group’s new “utilitarian” strategy

The story was perhaps too good of a Jony Ive leaving Apple to navigate to new personal projects and having nothing more to prove as SVP Design. If we believe in fact Tripp Micklejournalist for the New York Times who has just published the work After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul, the star designer would have in fact left his position by an increase of frustration related mainly to the new orientations of the direction of Apple.

In other words, Ive wouldn’t have relished Apple’s change in “utilitarian” strategy, design now taking second place to function, which incidentally called into question the mantra of the race for finesse, a mantra that notably led the iPhone to have anemic batteries, or the MacBook to get stuck with an unreliable butterfly keyboard. Ive also imagined a more high-end orientation for the Apple Watch, the latter having finally democratized by becoming a fitness and health accessory.

In addition to this change of course, Ive would have been worn out by managing a design team made up of a large number of employees, the designer preferring to work with small teams of ultra-qualified people. This information, however, remains to be taken with the usual tweezers, Tripp Mickle clearly placing himself on the side of those who believe that Apple has lost its soul by choosing to put large batteries in its iPhones and especially by becoming a 3000 billion company capitalization dollars.