The news might seem trivial: Apple announced that its chief designer, Jony Ive, responsible for the characteristic aspect of products such as the Mac and iPhone, left the company after almost thirty years to create his own design studio, from which Apple will be a customer.
But the output of "I have a symbolic importance for the signature beyond its role-necessarily vital-in the perception of Apple products. For many, It is a clear signal of the new times that the company lives, increasingly distant from it hardware.
With a globally saturated mobile phone market (iPhone sales for months that were stagnant or down) and the highest quality competition on computers and other devices from Asia, Apple has He decided to focus his future efforts on services. For the world's most popular hardware maker, this is a capital change and Ive's output, which It totaled nearly three decades in the company and who, after the death of Steve Jobs in 2011, had gone on to represent the # 39; creative "spirit" of AppleIt supposes a perfect illustration of the new times.
I arrived in Apple in 1992, when the company went through its worst moments after Jobs resigned, because of disagreements with the direction that had taken the company, and went on to lead the design department four years later , in 1996. After the return of Jobs to Apple in 1997, the two men forged an intense friendship and Jobs gave I a great share of power, placing it at the highest levels in the company and granting – almost total freedom to give shape and body to the ideas that I had.
From the collaboration between the two, he left, in 1998, iMac, the first desktop computer of the new series that survives until today. In a time of heavy boxes and beige, I have dreamed of a computer with curved lines and a translucent box which was soon added to a revolutionary element: color.
A few years later, in 2001, iPod was born, the portable music player that decisively contributed to changing the pattern in the musical consumption and the revolution that has suffered this industry since then. There, too, the design weighed so much as the technology, since the usability of the device was something never before seen: the front was white and the back, metallic. A wheel-shaped arrangement allowed to control all the functions and, in the process, made the device something completely unique.
But the product of the two minds that would undoubtedly have a greater impact on becoming Apple and the technology sector in general was the iPhone, in 2007, the successful design, designed by He , ended up becoming the norm within the industry and defining the shape of current phones.
"Jony is a unique figure in the world of design and her role in Apple's revival can not be underestimated, from the innovative iMac of 1998 to iPhone and the unprecedented ambition of # 39; Apple Park (the new circular building that hosts the business headquarters), "indicated Tim Cook's CEO, Tim Cook.
Jobs' vision and the creativity of I have been the cornerstones on which Apple's golden age was based, mainly hardware-centric, and that, in the August of the # 39 Last year, it was the first US-listed company. To overcome the trillion dollars in stock market capitalization.
This milestone, however, was a late mark of the best years of the company, since at that time, some clouds could be started on the horizon as a result of the changing technological landscape that put the # 39; Apple's overwhelming domain if you continued betting almost exclusively on the hardware.
In January and April this year, Apple presented individual earnings downloads compared to the previous year, results in which the fall in sales of the iPhone (which continues to represent more than half of the total income of the company) played a fundamental role.
Aware of the difficulty of continuing to compete for a greater market share in the world of hardware, the Cupertino company (California, USA) has made a strong commitment to harnessing the giant and in many cases fervently loyal base of the # 39; users with whom you already have to sell the services. So, in March, instead of removing a new iPad or a new MacBook, Apple held a press event in which all the news came from services: Apple TV +, Apple News +, and Apple Arcade.
These changes diminished the importance of I within the company. Industrial designer and totally focused on physical products, the creative began to look for new directions and that, coupled with personal issues, ended up marking his career.
DISSOLUTION technosphere *
* With agencies