Ive was in charge of developing many of Apple's most iconic items, including the iPhone, Apple Watch, Macs, Apple retail locations, and more.

After around three decades of collaboration, Apple and Ive have decided to stop working together. Ive was in charge of developing many of Apple's most iconic items, including the iPhone, Apple Watch, Macs, Apple retail locations, and more.

Ive left the tech giant in 2019 after working there for more than 20 years and started his own business, LoveFrom, which had Apple as its first and main customer. According to the article, both parties decided to stop cooperating for the first time since the 1990s and to forgo contract extensions in the weeks preceding its renewal.

Ive, who worked closely with Steve Jobs, is credited with creating the translucent, candy-colored plastic covers that were a signature of earlier Mac computers. Along with the iPod, he also contributed to the creation of the white earphones, the iPhone, iPad, and Apple Watch. In fact, it has been said that I provided ideas for Apple's future mixed reality headset. He was appointed Apple's first Chief Design Officer in 2015, yet throughout time, his position changed once again.

Ive signed a multi-year contract worth more than $100 million with Apple before he left. The agreement prohibited Ive from working on projects that Apple deemed to be competitive, despite the fact that Apple was LoveFrom's main client.

According to a report by The New York Times, the contract was scheduled for renewal, but Ive and Apple decided against doing so. Apple management reportedly questioned how much Ive was being paid and expressed annoyance that their designers were defecting to LoveFrom. Ive, on the other hand, desired the freedom to select his own clients without first obtaining Apple's approval.

Ive apparently was dissatisfied as Apple shifted its attention away from design and toward operations, which is why he reportedly left the company after the release of the Apple Watch. Ive is claimed to have been disturbed by the fact that Apple's board was made up of members with backgrounds in operations and finance rather than technology. He also felt that Cook showed little interest in the process of creating new products.