WSJ: Jony Ive Became 'Dispirited' After Apple Watch and Sometimes Failed to Show Up to Meetings

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Original poster
Apr 12, 2001
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Shortly after Apple's announcement last week that Jony Ive was leaving the company, Bloomberg published a report that suggested his departure had been viewed internally for some time as an inevitability ever since the Apple Watch was launched in 2015.

This morning, The Wall Street Journal published a report on his last years at Apple, based on conversations over more than a year with people who worked with Ive, as well as people close to Apple's leadership.

The report follows a similar narrative of a design team frustrated with Ive's growing absence, but shines a spotlight on the design chief's own discontent within the company, which he felt was becoming less design-focused and more operations-led.

According to sources who spoke to WSJ, Ive pushed for the Apple Watch to be made despite disagreements from some executives, who questioned if a device so small could have a killer app that would compel people to buy it.

When CEO Tim Cook approved the project in 2013, Ive "threw himself into it" and oversaw the software interface team as well as the industrial design, conducting meetings almost daily and immersing himself in detail.

Ive reportedly wanted to position the watch as a fashion accessory, but some Apple leaders envisioned it as an extension of the iPhone. Eventually a compromise was agreed, and the $349 watch was tethered to the iPhone, with Apple creating a $17,000 gold version and partnering with Hermès.

The company sold about 10 million units in the first year, a quarter of what Apple forecast, a person familiar with the matter told WSJ. Thousands of the gold version are said to have gone unsold.

Ive said his work on the Apple Watch in 2014 had been one of his most challenging years at the company, and told Cook he wanted to step back from day-to-day management responsibilities and have "time and space to think."

Ive's promotion to chief design officer was a recognition of his desire to step back, but the change reportedly proved disruptive internally. In one example, Ive is said to have promised to hold a "design week" each month with software designers to discuss their work on the iPhone X, but he rarely showed up. Even when he was involved, Ive's leadership over key decisions seemed weakened.
For the iPhone X model, Mr. Ive and other Apple leaders decided the phone would have no home button. The human interface team was asked to design software features that could return people to the homescreen without it.

For the January 2017 meeting at the Battery, Apple security escorted prototypes up from headquarters in an airtight, Pelican case. The team presented a multitude of features for Mr. Ive's approval, including how to transition from lock screen to home screen.

Pressure was on to finalize features before for the phone's autumn unveiling. Team members were disappointed Mr. Ive failed to give them the guidance they needed. "It was [a] rough development cycle," said one person at the meetings.
After the iPhone X launch in September 2017, a key designer left and others were considering leaving, as Ive's absence strained the cohesion central to product development.

Sensing discontent, Cook asked Ive to resume day-to-day responsibilities later the same year. Ive agreed, which initially encouraged designers, but his absences later resumed as he spent more time in the U.K., where his father has been ill.

Around this time, Ive had reportedly become "dispirited" by Cook, who is said to have "showed little interest in the product development process," according to people in the design studio. Ive also grew frustrated as Apple's board became increasingly populated by directors with backgrounds in finance and operations rather than technology or other areas of the company's core business.

Despite his decision to leave, Ive brought the industrial-design and human-interface teams together in one office thanks to his work on Apple Park, and is said to have created new processes for more quickly prototyping new products and software features.

A colleague who has worked closely with Ive told WSJ: "He built Apple into this ID (industrial design) and HI (human interface) powerhouse. What does that mean going forward? None of us know. It's not the team that he inherited."

Article Link: WSJ: Jony Ive Became 'Dispirited' After Apple Watch and Sometimes Failed to Show Up to Meetings
 

Roscorito

macrumors member
Nov 14, 2018
73
418
Who knows how true any of this is, but it does seem a good time to spin this classic once again:


All those unsold gold watches gives you an idea of the excesses of Jony’s unchecked pursuit of elegance, without Steve’s more grounded focus on ‘getting the product into as many hands as possible’. It’s increasingly clear that Apple’s magic was down to how well those guys complimented each other. Gonna be an interesting decade ahead...
 

Mic'sBook

macrumors regular
Feb 20, 2010
125
177
Hong Kong
It turns out the same thing can happen in technology companies that get monopolies, like IBM or Xerox. If you were a product person at IBM or Xerox, so you make a better copier or computer. So what? When you have monopoly market share, the company's not any more successful.

So the people that can make the company more successful are sales and marketing people, and they end up running the companies. And the product people get driven out of the decision making forums, and the companies forget what it means to make great products. The product sensibility and the product genius that brought them to that monopolistic position gets rotted out by people running these companies that have no conception of a good product versus a bad product.

They have no conception of the craftsmanship that's required to take a good idea and turn it into a good product. And they really have no feeling in their hearts, usually, about wanting to really help the customers.

Steve Jobs - The Lost Interview
 

Relentless Power

macrumors Nehalem
Jul 12, 2016
33,497
34,583
He will be missed.
Probably by not many on here, but he truly does have a unique mind in terms of how he was able to develop these products over the years, where they still hold a modernized-sophisticated look. I think Ive just became fatigued with the core changes with Apple, and wanted to continue to expand and grow on his own.
 

shaunp

Cancelled
Nov 5, 2010
1,811
1,394
Ive is a great designer, but he needed a CEO who understood design, could challenge it where necessary and then when it was right make it happen without all the red tape and bean counting. Tim Cook isn't that type of CEO, he's an ops guy not a product guy.
 

bmacir

macrumors 6502
Apr 2, 2009
329
27
No, no, no! This is BAD!
Who is going to do the voiceover to the next products video presentations?

On a more serious note, if true, he will be heavily missed. His genius is behind almost every Apple product I handle and wear and love. This is going to be worse than losing SJ.
 

Abazigal

macrumors G5
Jul 18, 2011
12,982
11,069
Singapore
Ive reportedly wanted to position the watch as a fashion accessory, but some Apple leaders envisioned it as an extension of the iPhone. Eventually a compromise was agreed, and the $349 watch was tethered to the iPhone, with Apple creating a $17,000 gold version and partnering with Hermès.
So is this part supposed to be in favour of Jony Ive or against him?

In hindsight, the killer app for the Apple Watch is health tracking, and making it an elite fashion accessory makes little sense when it's still a computer at the end of the day with a limited shelf-life.

I love my Apple Watch, but considering that I will likely have to upgrade it every 3 years on average, it makes little sense to get anything beyond the entry-level sports model.

The article seems to want to paint Apple as being the problem for Jony Ive wanting to leave, yet it highlights some of the worse decisions made by Jony Ive, and doesn't really paint him in a very flattering light either.
 

GadgetBen

macrumors 65816
Jul 8, 2015
1,312
2,159
London
So if it wasn't for Ive we would have had a wearable iPhone remote control to please the other executives!

I really hope this is not the beginning of the end for Apple. It will be if the board overrule the design masters.
 

maflynn

Moderator
Staff member
May 3, 2009
66,823
33,794
Boston
I have to say, regarding the apple watch, except for the most ardent Apple fans, most people saw that high end apple watches were not going to be popular, even amongst the rich and ultra rich. Why buy a watch for that much and have it only last a few years ¯\_(ツ)_/¯

I have the first generation apple watch and it barely functions, only after 4 years, can you imagine someone dropping a 1,000+ or more on a rolex and it only lasting a 4 years? Not likely.
 

andrew12

macrumors member
Oct 22, 2009
59
118
“Got dispirited by Apple becoming more of a services company but wanted the Watch to be a fashion accessory.”

Got it, that makes total sense! I used to like this guy. He’s lost it and just became a humorless, pompous git obsessed with thinness. Too bad the millions got to his neurons. Let’s see what he designs for Huawei...
 

MacFather

macrumors 65816
Mar 16, 2012
1,126
12,001
Jony Ive had reportedly become "dispirited" by Cook, who is said to have "showed little interest in the product development process," according to people in the design studio. Ive also grew frustrated as Apple's board became increasingly populated by directors with backgrounds in finance and operations rather than technology or other areas of the company's core business.

Tim Cook = a skinnier version of Ballmer.
 
Last edited:

gmiller744

macrumors newbie
Mar 21, 2012
8
34
This was sadly inevitable after Cook became CEO. Apple has increasingly focused on pleasing shareholders, which means operational efficiency, quarterly projections, short-term ROI and minimal risk. Apple got where it is because it was willing to take bold risks and lead the market in design and innovation, but Cook isn't a leader, he's just a caretaker. A very skilled caretaker, who can keep the boat sailing indefinitely, but not someone who can take them somewhere new and uncharted.

Ive was the CEO Apple needed after Jobs' death.
 
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