Design Legend Jony Ive Is Leaving Apple to Start His Own Design Firm

Jony Ive, Apple's chief design officer, who helped design the Apple's most iconic devices from the iPod to the iPhone, will leave the company later this year, after spending more than two decades.

Ive will start his own design business, LoveFrom. As per Financial Times, he expressed to work closely with Apple as a client, which first reported the news of his departure. Apple did not respond instantly when requested for comment.

The news came as a big surprise since Ive has been a pillar of Apple that helped develop the designs from the iPhone to the iMac, which helped Apple to stand out as one of the most profitable companies in the world. More recently, I've been overseeing the design at Apple and opening its new headquarters of the so-called "spaceship" in Cupertino, California.

"After nearly 30 years and countless projects, I am most proud of the lasting work we have done to create a design team, process and culture at Apple that is without peer. Today it is stronger, more vibrant and more talented than at any point in Apple's history," Ive said in a press release posted on Apple's website.

The measure could mean a change for the business model focused on Apple's hardware, but there is still much to see. In a period of 16 years, last year was the first time that Apple reduced its revenue forecast; The company has also dealt with some delayed hardware sales, a US-China trade war and a product announcement for the AirPower wireless charger.

Recently, it has been trying to expand its revenue stream by launching new services in addition to its core hardware products, such as through streaming video content and news offers. Ive's departure follows the departure of another executive of Apple, the retail head, Angela Ahrendts, who left the company in April.

There is no immediate replacement for Ive, but industrial design vice president Evans Hankey and vice president of human interface design Alan Dye will now report directly to Apple's Chief Operating Officer, Jeff Williams.

"Jony is a singular figure in the design world and his role in Apple's revival cannot be overstated, from 1998's groundbreaking iMac to the iPhone and the unprecedented ambition of Apple Park, where recently he has been putting so much of his energy and care," said Tim Cook in the release. Cook also sent an email to Apple's staff about the move on Wednesday, according to an employee.

Ive will reportedly take on Apple as the first client for his new venture, which he intends to start in 2020.