Ive started appearing at Apple's offices less often after the release of The Watch. Instead of an iPhone peripheral, I saw that it was a fashion accessory that collided with Apple's executives how to place it. The resulting unit sold only 10 million units (one quarter of the forecast), while thousands of copies of the $ 1
Much like many Apple fans, Ive seemed frustrated by the change in corporate culture from one – established by he and Jobs – where design ruled. He was not only disappointed that Tim Cook "showed little interest in the product development process, but also that Apple's board was increasingly filled with executives who had no experience with Apple's business.
 Ive been promoted to the Chief Design Officer shortly after the launch of The Watch, but only came to the office a few days a week according to Bloomberg . Meetings were often moved to San Francisco, where he lived, and even to hotels, staff homes and elsewhere. "The team wanted to be around him," said a WSJ source close to Apple's management at that time. "He is engaging. He was about less disappointing."
Ive created many iconic projects with Apple, often as a result of discussions, debates and arguments with Jobs. It includes iconic products like iPhone, iPad, iPod, MacBook Air, Apple Watch and even Apple's new headquarters. However, recent products such as the HomePod and the iPhone X models have been less successful, and Apple recently killed its AirPower charging plate, which Ive imagined as a catchall for Apple devices. However, according to WSJ "engineering experiments" proved more like a dormitory. "
Now, his new design company," LoveFrom ", will be paid" millions of dollars "a year to continue working with Apple," WSJ . It could give Ive the best of both worlds, working only on the things he wants for Apple without having to deal with internal politics.