Former Apple Boss: iPhone Born of Hate

Jakarta –

Jony Ive or real name Jonathan Ive is a reliable designer figure who designs a lot of products Apple. But Ive resigned from Apple in 2019.

Before leaving, Ive had worked for nearly three decades as a design boss and was a confidant of the late Steve Jobs. He was the one who designed the shape of the iPhone, iPad to Apple Watch.

Ive is said to have resigned after years of frustration after Steve Jobs died, and Tim Cook became CEO of Apple. He was frustrated to see Apple turning into a design-centric company into a utilitarian product.

Ive is passionate about beautiful designs, not just great products. He once said that the iPhone was born, one of which was motivated by poorly designed cellphones at that time.

“The big factor is the hatred that appears on the cellphones that we used to use. I think the cellphones are poorly made,” said Jonathan Ive, Apple’s Chief Design Officer, quoted by detikiNET from USA Today.

Apple also brought up the iPhone and people liked it, which according to Ive its users use it continuously. The birth of the iPhone of course also because of the strong support of the late Steve Jobs.

Jonathan Ive said, when Jobs returned to Apple as CEO, he changed the focus of the company. Not only concerned with sales, but also prioritizes creative product designs.

“Steve is very clear that Apple’s goal is not to make money. And we are very, very disciplined and very clear about how we achieve our goals,” said Ive.

Ive joined Apple in 1992. At that time Apple was going through a bleak period and Jobs had not yet rejoined after being sacked from the CEO position.

“It was very painful. I had to experience the change of several CEOs whose focus was to change the company and the main goal was to make a lot of money so as not to lose,” he explained.

It was only after the arrival of Jobs, Apple managed to rise. Ive and Jobs’ relationship was very close. Ive considered Jobs his teacher. “I have a great teacher in Steve,” said the British man.

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