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Jony Ive gives up on Apple

by on13 July 2022


And they are not replacing him

The Tame Apple Press is waking up to its worst nightmare this morning – Apparently, Apple’s inventor of the rounded rectangle has given up on the outfit.

Jony Ive has been designing Apple gear since the beginning and is credited with inventing the rounded rectangle which apparently no one had ever heard of.

Ive left the tech giant in 2019 after over two decades and formed his own company called LoveFrom, which counted Apple as its first and primary client. However, now it seems that both parties agreed not to extend their contract in the weeks leading up to its renewal and to stop working together for the first time since the 90's.

Ironically it appears that Apple’s control freakishness got Ive’s goat after never bothering him before. LoveFrom's multi-year contract with Apple was worth $100 million but prohibited the firm from taking on any project that the tech giant considered to be in competition with its products.

Ive reportedly wanted the freedom to take on new clients without needing to ask permission from Apple which is heresy in the Apple cult.

To make matters worse, the company's executives were daring to ask why Apple was paying Ive so much when all he was doing was poaching its staff. The concern is that Apple has given up on its icon design ways and will start looking like every other companies' products only twice the price. 

Last modified on 13 July 2022
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