Apple ends collaboration with Jony Ive’s design firm LoveFrom

NYTimes alleges that Apple has officially ended its partnership with LoveFrom, a design company founded after Jony Ive left.

After ending the partnership with Apple, the representative LoveFrom will be free to undertake various design needs business. The trend of Apple’s product design style in the future may also become the focus of the market.

In the previous cooperation agreement with Apple, although it did not restrict LoveFrom from undertaking other brand design needs business, however, it doesn’t include content that competes with Apple’s products, and Apple is paying $100 million to secure their partnership.

However, it is clear that Apple has doubts about the partnership with LoveFrom. At the same time, it is also believed that after Jony Ive left Apple and established LoveFrom, he took away many designers who originally worked at Apple, which affected Apple’s internal product design capabilities.