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The departure of chief designer Jony Ive is rotten to Apple



When Jony Ive, Apple's annual chief design officer, left late last month, it was just as much a loss as it could be for the company.

Ive changed the world under Steve Jobs & # 39; and Tim Cook's early direction. He is widely credited with designing Jobs & # 39; Dream Product, iPhone, along with the iMac, iPod, iPad and a significant portion of Apple's amazing iOS operating system.

The iPhone was revolutionary and remained groundbreaking until about two or three iterations ago. It is much more powerful and effective now, but it no longer has any edge.

For the past five years, Apple has lost its touch. And Ive's departure just highlights the company's current lack of technological avant-garde.

Apple's biggest expenses should not be financial engineering through buybacks and dividends, two things Jobs was emphatically opposed to. It will start bringing more of the best and brightest and most encouraging projects that have a small chance of success, but promise a huge reward if the products work on both the iPod and the iPhone.

Jobs, Bill Gates, Jeff Bezos, and Elon Musk all had the unstoppable drive and will to fail again and again in an attempt to change the world with an engineering feat ̵

1; or to make use of something that the world didn't even know needed .

I have the utmost respect for Cook's integrity and values ​​that stand out in corporate America and believe he is a great CEO. But not capitalizing on Apple's once massive lead in "did not know I needed it" technology is a weakness in his leadership style.

Cook must now surround himself with entrepreneurs who are willing to go for some length to find out the next big thing. Simple and simple.

Apple must take risks, not fear failure. After all, an Apple without seeds grows no new trees.


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