除了以上提到的设计师，还有Doug Satzger、Daniele De Iuliis等多位设计师，都在2017年先后离职。
如今，苹果的设计团队中，还有Richard Howarth、Evans Hankey、Alan Dye在内的几位老将在任。
One More Thing
You know, Jonathan, the maker and designer of a range of Apple products such as Mac, iPod, iPhone and Apple Watch, was once seen as the successor to Jobs and was once more prestigious than Cook.
At the time, Jonathan interpreted his departure as a “personal new pursuit”.
Now, with the publication of a book called After Steve, a deeper reason has been exposed to the public–
The idea is different.
Judging from all this, we may have to start with the departure of Steve Jobs and the appearance of Cook on the stage.
Apple Watch is the last straw.
Time goes back to 2014, on the eve of the Apple Watch launch.
After 2 years of development and polishing, this new Apple product is finally going to make its debut.
At the same time, it has a more meaningful identity–
This is the first new product line launched by Apple since Jobs left.
Jonathan, as the design director, has an unprecedented voice on product design at this time.
Its bold, minimalist and innovative style is reflected incisively and vividly on Apple Watch.
For example, the shell is even made of 18-karat gold with soft leather. In terms of appearance and texture, it is close to the extreme.
All this, in fact, is to tie in with a bolder plan: to turn the Apple Watch into a fashion item.
To that end, he believes that it is more important for Apple Watch to be praised by “Vogue” than the views of any technology commentator.
How to deal with these fashion media?
A tent became the key.
Jonathan suggested that they wanted $25 million (about 160 million yuan) to shovel up 24 trees at the event and build a luxurious white tent.
To make the event look as “extraordinary” as a high-end fashion show.
The contradiction intensifies at this moment.
It is difficult for the staff in charge of Apple’s launch to understand the practice of “uprooting trees”, let alone the astonishing cost.
Especially since Cook became CEO, Apple has tightened controls on costs and expenses.
And they believe that users should look forward to what the watch can do rather than the ultimate display of appearance.
On the other hand, Jonathan was so exhausted in these arguments that at one point he proposed the idea of leaving with Cook.
In the end, the contradiction was pushed in front of Cook.
In the description of After Steve, the scene is full of drama:
Cook rocked gently in his chair while everyone was discussing Jonathan’s idea.
As CEO, he has been counting on Jonathan-the man Jobs called his soul mate-to lead product development.
The designer is so valuable to the company that he fears that if Jonathan leaves, it will cause investors to sell shares.
According to executives’ estimates, Jonathan’s departure will reduce apple’s market value by at least 10%, or more than $50 billion.
Thinking of this, Cook sat down in his chair and said:
Here’s what we should do.
In other words, he agreed to Jonathan’s “tent plan” worth $160 million.
In fact, this is just an externalization of Cook’s and Jonathan’s very different styles.
More friction is also reflected in daily cooperation.
Cook, for example, pursues functionality and pragmatism, and is not very concerned about the appearance of products, so he rarely visits Apple’s design studio.
But in the past, Jobs went to the design studio almost every day and worked closely with Jonathan.
In terms of team building, Apple wants to build a design team of hundreds of people, while Jonathan believes that the team should be kept at around 20 people.
In order to stabilize Jonathan and not affect the company’s share price, Cook later began to reduce Jonathan’s job responsibilities.
In 2015, he appointed Jonathan as Apple’s chief designer.
However, Jonathan sat in this high position, in fact, full of frustration and fatigue.
With the change of position and job content, he gradually moved away from the product front-line design.
The product evaluation that used to be conducted every week will not even be done once a month.
At the same time, some of Cook’s practices also upset Jonathan.
For example, Cook hired James?Bell, the former chief financial officer of Boeing, as the company’s director, replacing Mickey?Drexler;, the head of marketing, to increase the voice of the company’s financial department.
All kinds of phenomena and piles are full of four big words: the idea is different.
In the end, it ended with Jonathan leaving Apple.
In 2019, Jonathan attended the last Apple launch.
Soon after that, news of his departure came out.
Although the news was released suddenly, it was obvious that the interior had been well prepared.
Jonathan first announced in an interview with the Financial Times that he would formally leave Apple, the next step is to set up a design company LoveFrom, and will continue to participate in Apple’s business as an outsourcing company, and Apple will be its first customer.
On the other hand, Apple officials also announced that they were on the shelf at the same time.
Cook commented that Jonathan was unique in design and played a significant role in Apple’s renaissance, from the pioneering iMac in 1998, the subsequent iPhone, to the latest Apple’s new headquarters, spaceship design.
Jonathan said that the core reason for leaving Apple, where he has worked for nearly 30 years, is his new pursuit.
“some important projects have been completed, such as the project Apple Park, which began in 2004.”
Since then, the person most like Steve Jobs has officially waved goodbye to Apple.
As he left, he summoned a design team to watch the movie “Yesterday”.
The film explores the eternal conflict between art and commerce.
The gradually disintegrating legendary design team of Apple
Jonathan’s story is not alone.
Daniel Daniel Coster, known as Jonathan’s “number one deputy”, also chose to leave in the dilemma of “disagreement of ideas”.
Daniel came to Apple in 1994 and later became a member of Apple’s legendary design team.
He wrote the original color iMac that helped Apple make a comeback.
After that, he also participated in the development of various generations of iPhone and iPad, and the watch band patent of Apple Watch was also named after him.
But a few years ago, Daniel hit a snag in a new upgrade to the look and feel of iPad.
At that time, his design made the new iPad lighter and smoother, and the feel was greatly improved, which was recognized by many internal designers.
However, Apple’s operations team rejected the design.
They believe that such a design would mean the need to develop new features and redesign the internal logic of the fuselage from scratch, costing billions of dollars, and that the benefits would not be obvious in the short term.
As a result, the iPad design was killed internally.
This concept of focusing on cost has also frustrated many people on the design team.
In 2016, Daniel left Apple to join GoPro as design director.
The news sent GoPro’s share price up 16% at the time.
Christopher Stringer (Christopher Stringer), also a veteran of Apple’s design team, joined Apple in 1995.
In addition to iPhone, iMac and iPad, his masterpieces also include Apple Pencil and HomePod.
However, in the year of HomePod’s debut, he waved goodbye to Apple and founded his own audio brand.
Because during the development process, he realized that Apple did not intend to launch the HomePod as its main product, it was just a “hobby”.
As a result, the development of HomePod is slow and not fully functional.
Moreover, the benefits that speakers can bring to Apple are indeed very limited, and it is difficult to compare core products such as iPhone and iPad.
As a result, Christopher quit Apple and started his own brand, Syng.
Similarly, these troubles also appear in the software design team.
Imran Chaudhry (Imran Chaudhri), joined Apple in 1995.
Used to be one of the developers of Apple’s multi-touch technology.
Imran left Apple in 2017, citing fewer and fewer innovative breakthroughs that could not satisfy his creation.
In addition to the designers mentioned above, a number of designers, such as Doug Satzger and Daniele De Iuliis, all left their jobs in 2017.
Because Apple is different from other giant companies, the size of its core design team has been maintained at about 20 people over the past 20 years, so the departure of each member will have a certain impact on the company.
Today, there are several veterans in Apple’s design team, including Richard Howarth, Evans Hankey and Alan Dye.
However, from the combing of the book After Steve, it is clear that the number of departures far exceeds the number of incumbents.
One More Thing
It is worth mentioning that Jonathan seems to be without the control of Jobs, his design has also been complained about for some time.
For example, Mac Pro, which is jokingly called a wire eraser.
There is also the initial launch of the gold version of Apple Watch, which sells for up to Rmb30, 000 and is intended to enter the luxury market.
However, the idea was not favored by some people in the watch industry at the time, and the 18K gold version was later removed from Apple’s shelves.