In short: Apple designer Jony Ive officially left the Cupertino-based company in 2019 to start his own design firm, LoveFrom. However, Ive did not completely break off relations with Apple, as Tim Cook and company became one of the firm’s main clients. It’s not like that anymore.

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This was reported by sources familiar with the situation. New York Times Apple and Quince have agreed to end their partnership, ending a multi-year contract that Apple signed with LoveFrom, reportedly worth over $100 million.

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According to the publication’s sources, the deal prevented Ive from working on products that Apple believed could compete with its own offerings.

Since the contract was due to be renewed in recent weeks, both parties decided not to push for an extension. Sources told the Times that some Apple executives were concerned about how much Apple was paying for Quince’s services. Others were disappointed that some of the designers left to join Quince. Ive himself was also reportedly interested in bringing in customers without Apple’s permission.

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Ive joined Apple in 1992 and was instrumental in resurrecting the company when Jobs returned to the helm. His first major project was the iMac, then he was involved in the creation of several other key products, including the iPod, iPhone, iPad and Apple Watch.

Image Credit: Jim Wilson, The New York Times, pixabay