Inside the dissolution of Apple’s elite design team


In 2016, Jony Ive was fighting growing anxiety within Apple’s design team. Ive has resigned from his day-to-day administration and Richard Howarth has been promoted to Vice President of Design. This created tension as Howarth changed from a regular member to the leader of a close group of about 20 people.

Ive has been working for Steve Jobs for over a decade to become one of Apple’s most powerful figures. His words were final. However, Haworth did not have such a position. The absence of Ive created a gap, and other leaders in the company tried to fill it. For all of Howarth’s talent as a designer, he could be defensive and passionate when an engineer challenged him. Such explosions increased as operational-interested executives and seniority engineers sought to increase their design influence.

Jonathan Ive When Tim Cook In 2018 [Photo: Noah Berger/AFP/Getty Images]

The team he led spent a year completely redesigning the iPad. Designer Danny Coster led the effort. Kiwi was instrumental in creating the translucent iMac and contributed to the birth of the name “Bondai Blue” after the beaches of Australia. He has developed a refreshing iPad with more sophisticated curves and a lighter body that feels natural in people’s hands. Some of the product designers working on it thought it was so elegant, so they said it would be the first model to gladly buy at retail prices.

However, Apple’s operations team decided that creating an iPad would require creating some new features from scratch. Initial costs for new machines, new logic boards, and other components can reach billions of dollars, making a payback investment that can take years. Due to these so-called non-recurring engineering costs, Apple’s business unit has suspended the iPad.

These cost-conscious decisions have frustrated some members of the product team. That led Coster to leave Apple and join the action camera company GoPro as design director. This was the first attention-grabbing exit of one of Apple’s core design team members. He has been with Apple since 1994. He was not the last asylum of the design team.

When Apple’s smart speaker, the HomePod, was done, project lead designer Chris Stringer decided he was ready to migrate from Apple. He joined the company in 1995 and has been deprived of his work for the past 20 years. He approached Ive in February and advised him on his plans to leave. Stringer was dissatisfied with the HomePod because, in addition to his diminished interest, Apple treated the HomePod as a hobby and took the focus between departments that were generously focused on core products such as the iPhone and iPad. Its development was delayed, partly because Apple’s digital assistant, Siri, couldn’t order products, food, or Uber like Amazon’s rival Echo. At the bottom of his heart, he imagined the possibility of a more sophisticated speaker. It was a project he knew Apple would never pursue. Speakers never cleared Tim Cook’s threshold to become a $ 10 billion business, so Stringer eventually set up his own audio company.

With the development of the 10th Anniversary iPhone, a similar restlessness pervaded the software design team. Imran Chaudhri, one of the top software designers, has begun planning his own exit. A British-American who shaved his head and wore a black T-shirt and jeans joined Apple as an intern in 1995 and solidified his role at Apple as part of the team that developed the iPhone’s multi-touch technology. He worked for years under Scott Forstall before being tapped by Ive to join a small group that developed the Apple Watch interface. He also announced in one of the company’s recent developer keynotes. Over time, he began to work on what the company seemed to be reducing its innovative leap.

Feeling a little creatively unfulfilled, he decided it was time to leave Apple. Following common practice in the company, he told Ive and Alan Dye that he would leave within a few months after collecting the shares he plans to acquire as part of his compensation. Such arrangements have become more common at Apple under Tim Cook. It was in contrast to Steve Jobs, who punished the deserters, refused to rehire them, and treated their departure like a despised lover.

A month before departure, Chaudhri wrote an email to a colleague informing him of his upcoming departure. He told them that he wasn’t in the design studio, but was available by email until his last day. He reminded them of what they did with Apple to make products that empower people, and told them it was an honor to work with many of them. He liked the words of the Persian poet Rumi and said, “When you do something from your soul, you feel the river moving in you, it’s a pleasure.” Chaudhri wrote, “Sadly, the river dries up, and I’m looking for a new one,” while playing that line.

The email surprised Ive and Dye. They were afraid that the message Chaudhri sent might be interpreted as meaning that Apple’s best days had passed. The river was dry. For outsiders, the company was no longer innovative, but the criticisms of those who helped create the iPhone’s multi-touch technology were completely different. They worried that it might be demoralizing and worked to contain the damage.

Shortly after the email, Dye fired Chaudhri.

[Cover Image: courtesy HarperCollins]

This move has had a negative economic impact. Chaudhri will no longer receive his shares. Being stabbed, he complained to his friends about his dismissal and told them that Ive and Die misunderstood his comments about the river. He explained to them that this email was a personal reflection of his own lack of joy, not a comment about Apple.

Still, it was interpreted as a personal attack within the company struggling with its anxieties in the aftermath of the co-founder’s death.

from After Steve Trip Mickle Copyright © 2022 by Tripp Mickle. Reprinted with permission of William Morrow, publisher of HarperCollins Publishers. Tripp Mickle New York Times, Covers Apple.He previously reported about the company The Wall Street JournalHe also wrote about Google and other Silicon Valley giants.


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