That’s a really good question. The way I see it, from reading some of Ives' interviews, Lovefrom is about ideas and looking at how people interact with them. It doesn’t have to be a specific hardware product, even though thats what Ive did at Apple.
I found this an interesting read. He talks more about the process of ideas rather than any product or design.Ive brings the company to the table rather than design POV.
In this interview, Jony Ive, the former design head of Apple, discusses what it takes for organizations to allow creativity to grow and thrive.
www.mckinsey.com
Edit: amd I stand corrected. See Klasmas post below.