As a world-renowned designer who has worked on many Apple products and a spiritual partner of Jobs, Jonathan Yves left Apple in June 2019 as a major talent loss for Apple (Jonathan was named the smartest designer in the world by Fortune magazine), and why did he leave? There is no specific reason or law, and all kinds of rumors are rampant.
In "Jobs Biography", Jobs has a high evaluation of Jonathan Yves, and this book is also a must-read to understand the history of Apple's development.
Just recently, an American journalist was about to publish a new book on Apple's business research called "After Steve" (after Jobs), and the author published some of the exclusive content in the newspaper, allowing the outside world to spy on the reasons why Jonathan Yves left Apple that year.
First, Jonathan Yves tried to define the Apple Watch as a fashion luxury, intending to spend $25 million to build a luxury white tent to promote the Apple Watch, but this expenditure was stuck by Apple's finances, and eventually went to Cook, after which Cook met to discuss, and after a long time, finally agreed to Jonathan's budget.
However, although he finally envisioned the trip, Jonathan still felt uncomfortable, and he felt that if it was Jobs, it would not stop his idea, let alone make a scene that required everyone to meet and discuss.
Moreover, he tried to break the Apple Watch into the fashion industry and market with the positioning of fashion luxury goods, but as a result, Apple only focused on the various sports functions of the Apple Watch in terms of marketing, not design.
Since then, Jonathan Yves has felt like he's lost support and apple has changed.
The second thing is that although the newly appointed Cook gave Jonathan Yves a promotion and a raise after Jobs's death, he let him manage a team of 100 people, while Jonathan Yves was only willing to manage 20 people at most, and managing hundreds of people made him feel tired.
The third thing, unlike Jobs, Cook does not often go to Apple's design studio, it is difficult to meet several times, when Jonathan Eve rushed to introduce him to the design, Cook only symbolically nodded, and did not show great enthusiasm for design, and Cook's "egalitarian" business philosophy, reduced the status of the design department before, the right to speak, making design no longer important.
The fourth thing, when Jonathan Eve, who had left his job and was still working as a consultant at the company, saw a conference slide showing that the profit margins of Internet services such as Apple music and iCloud began to exceed that of hardware products, Jonathan Yves began to feel that hardware had become unimportant, and designers were no longer important, so he made up his mind to leave Apple.
All of the above is derived from the financial journalist's new book "After Steve" (after Jobs), subtitled "How Apple Became a Trillionaire Company and Lost Its Soul."
In fact, if you stand on an objective point of view, it turns out that the idea of defining Apple Watch as a luxury is indeed wrong, because in 2015, Apple did launch an 18K gold version of Apple Watch, which was extremely expensive, and invited many luxury industry celebrities to stand for it, but the fact is that this product failed, and the failure was very thorough, it is said that in its short life, sales are only tens of thousands.
Since then, Apple has never launched a precious metal version of the Apple Watch.