When Apple announced the Apple Watch in 2014, it did so at De Anza in Cupertino, just a few miles from its then headquarters in the Infinite Loop. It’s kind of a sacred site for Apple, the place where Steve Jobs debuted the original Macintosh in 1984 and an iMac in 1998. On the Macintosh’s 30th anniversary, the first potentially game-changing product since Steve Jobs’ death, Apple—and Johnny wanted Eve, Apple’s chief designer and longtime collaborator with Jobs – did everything they could.
so no everyone stations, it turns out. It is said that the fight over the logistics of the event and the $25 million price tag she demanded to complete it was one of the moments that eventually led to Eve leaving the company. That’s according to a new report in TIt’s the New York Timesexcerpted from reporter Trip Michal’s new book, After Steve: How Apple became a trillion dollar company and lost its soul. Mikhel wrote that I was keen to portray the watch as a fashion accessory, and wanted to present it with pomp and appropriate circumstance.
It eventually worked its way up but I felt like the new system at Apple wasn’t supported. It is said that this was the beginning of the end. After years of reports that I wasn’t increasingly involved with the company, he eventually left to found his own design firm, LoveFrom, in 2019. (For what it’s worth, Apple CEO Tim Cook has always dismissed the idea that I was frustrated or unhappy, Ive continues to work with Apple through LoveFrom.)
The times The story also touches on some of Ive’s legacy and influence at Apple, from the colorful iMac that Ive helped make “joyful” to the air of relentless perfection in the company that Jobs and Ive encouraged and thrived under. Over time, as Apple went from being a product-based, flat-hierarchical company to the ruthlessly optimized behemoth it is today, particularly with a greater emphasis on services, I reportedly saw a company where he wasn’t important and could do less. With his departure, says Meckel, Apple’s products have remained “largely as they were when Mr. Eve left.”
In the case of the iPhone, iPad, and Watch, this certainly seems to be true. But the Mac is another story: With Ive gone, Apple’s laptops and desktops are much better thanks to both M-series chips and the fact that Apple has gone back to its PC roots. Macs Have Ports Again! And keyboards that actually work! The best Macs made for best-selling Macs, too. And of course, there are rumors and reports that Apple is about to launch its next big product: augmented reality glasses. So the death of Apple’s product chips may be somewhat exaggerated.
after steve It’s out on Tuesday, and Michael will be a guest this Friday Vergcast. (Send us questions!) The entire book is worth a read, and Eve’s story in particular is a good microcosm of how the company is changing — for better and for worse — in the post-jobs era.