Following iOS 7 flattening, Apple changes Jony Ive’s title to SVP, Design

By , Jun 17, 2013

Jonatahan Ive (Apple SVP Design)

This is quite interesting. Just as Apple has taken the wraps off iOS 7 which has undergone a major facelift under the guidance of Apple’s Jony Ive, the design guru’s official title on the company’s Leadership section has been tweaked, going from Senior Vice President of Industrial Design to just Senior Vice President of Design.

The subtle but signifiable change of nomenclature is for sure meant to signal Ive’s tremendously important and much broader responsibilities at Apple, that now encompass both hardware and software design across the company…

Mark Gurman of 9to5Mac, who first spotted this, observed amusingly that Apple “flattened” Jony Ive’s title to Senior VP, Design alongside iOS 7 revamp.

However, the official change in title only occurred last week: the week in which the flatter, newly colored iOS 7 was revealed for the iPhone, iPad, and iPod touch.

Ive’s Apple bio page hasn’t changed other than the title simplification.

Last August, Apple’s boss Tim Cook re-shuffled the company’s management team by firing former iOS boss Scott Forstall over his abrasive management style and ongoing clashes with other executives. Most notably, Jony Ive and hardware guru Bob Mansfield allegedly couldn’t be at the same meetings Forstall attended.

Cook also gave several executives broader responsibilities and argued the changes were meant to infuse tighter collaboration between different teams like Mac and iOS divisions that would often compete against each other.

Scott Forstall WWDC 2013 black banner
Somebody Photoshop’d this ahead of the WWDC keynote.

Moreover, OS X lead Craig Federighi was tasked with heading both iOS and OS X. Keep an eye on Federighi – he’s the guy who delivered much of the iOS 7 and OS X Mavericks segments during the WWDC keynote, and to a roaring success.

“Jony Ive will provide leadership and direction for Human Interface (HI) across the company in addition to his role as the leader of Industrial Design”, Cook wrote in a memo to employees following the changes.

The promotion was in addition to Ive’s previous duties as Apple’s head of Industrial Design.

“His incredible design aesthetic has been the driving force behind the look and feel of Apple’s products for more than a decade,” Cook’s memo reads.

Jony Ive at WWDC 2013
Ive, photographed in the audience in the run-up to the WWDC 2013 keynote.

Indeed, today’s title tweak is important on the symbolical level.

Not only does it prove that iOS 7 changes go more than skin deep, the flattening of Ive’s role shuld be interpreted as a major recognition for the legendary Briton.

Here’s Ive talking about iOS 7 with his perfectly clean British English accent.

From now henceforth, Ive shall be regarded Apple’s head of all design across the company, be it hardware, software, product packaging or pretty much anything and everything Apple touches.

There’s no denying that the beloved design guru has risen to become Apple’s second most-powerful executive and I won’t be surprised to see him take the helm once Cook steps down.

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  • Supafly_Boy

    I always wondered why Steve Jobs kept Jony Ive away from iOS UI design, after seeing iOS 7 now I understand why.

    • Markus Hudobnik

      It’s way better than forstall’s crap design.

      • Wierdninja

        Forestall’s designs help Apple sell millions of iPhone’s and iPads. Jony Ive has always been a hardware designer and it shows. iOS 7 is a very bad copy of Android. If you add the new redesign of the Mac Pro, Apple has got a bumpy road ahead.

      • felixtaf

        How many times ppl gonna say its a copy of android? Fandroids say copy of android, Wp fans say copy of windws 7… Infact if u wanna know from where these features comes from or copied , watch MKBHD’s video. Not evrything came from android. So its not a bad copy of android. Its not Forstalls design sold millions. Its APPLE’s iPHONE sold Millions!!!

      • bbooshay

        Fact: iOS 7 could have looked better and did take ideas from other operating systems

        I own both Android(Nexus4) and iOS/Mac OS devices(iPad/iPhone/MacBook) and enjoy them both. Though i’m more attached to Android due to it’s flexibility and customization options. Apple does make solid products, and there are also several solid android devices out there too. But, don’t just think that if apple makes a product or update’s their iOS that it’s flawless, original, and adds points to your coolness level for owning it.

        I mean, admit it. Those “Control Center” toggles are a disgusting design with the thin black lines. And Android has had the quick control toggles going on for a couple years now. The notification shade has been on android since day 1. Closing apps by swiping them up was in android first. Airdrop is Android’s NFC File Transfer. Automatic App updating? COOL! (also an android first)

        But don’t get me wrong, i’m not bashing. iOS7′s camera looks great, and the rest of the functions of iOS7 is awesome. Just the UI is gross and could have been refined better.

        Lets just hope they will fix it up before the final release.

      • felixtaf

        I have no objection in your fact at first. I never said that is a new innovation, i do admit its a copy or inspiration.

        I do own an android device (Note 2) and an iPhone 5. I never said that Apple’s updates are cool or whatever. You jus dont think that u read my mind.

        Y shud i admit that things I like as a ugly fail/ i love the new control center. I used blur backgrounds b4 (not thats integrated in iOS. Quick toggles are one of my reasons to jailbreak my device. Closing app by swiping in adnroid first? have u heard of WEB OS? Air drop is not NFC file transfer. Infact if u dont know that iPhone’s doesnt have NFC. Automatic updates are from windows pc ages back. So not evrything in industry is android oriented.

        People has a misconception that evrything was first introduced in android. Dotn egt me wrong, iOS has some features from android, but NOT evreything as fandroids claim. Android do copy or inspire from other OS too.

        If u dont like something, its not a fail. Also, if u like something its not a win either.

        Lets hope the issues will be sorted out coz its beta 1. still 2-3 months and several beta’s to go through for a final release.

      • Markus Hudobnik

        Apple has no where NEAR a bumpy road ahead. Get your head out of your “i hate change and I hate when companies listen to their consumers (pertaining to how a majority of people wanted ios design to change)” butt.

      • Wierdninja

        I don’t hate change. I embrace it. But iOS 7 is “butt” ugly. Simple fact.

      • felixtaf

        if Apple released iOS 7 with same UI and these features, people will be butt hurt… They are butt hurt now too.. It wasnt pleasing to me, when i say on 10th. Using it for a week. I seem to liking it. Its a bit bright and vivid (BETA),, once they change that (or not), i will accept it…

      • Markus Hudobnik

        it is a bit bright and vivid. It also has WAY too much white for my liking, especially on my black iPhone 5. But otherwise, I LOVE iOS 7 and the changes it brings to the table.

      • felixtaf

        am ok now.. keeping my brightness low… I like it… Am not gonna bitch about iOS7 coz i dont like a fuckin icon!

      • Markus Hudobnik

        I feel like you are one of those people who hate windows 8, the new facebook redesign, etc.

      • Wierdninja

        Facebook is fine. Windows 8 is actually pretty cool. iOS 7 still looks ugly.

      • Gorgonphone

        IOS 7 made windows * look great..lol

      • Whocares

        Another dumb Fandroid. Just forget about this guy.

      • Wierdninja

        I probably own more Apple products than you. Your ignorance speaks volumes. Don’t own anything Android.

      • Gorgonphone

        android sucks

      • Whocares

        Let’s see: I bought iPod Mini, Nano, Shuffle, iPhone 3, 4 and 5, iPad 1, 2 and 3 of iPad 3 and iPad 4. Mac Mini, Macbook Air, Apple TV. Okay, what’s yours?

      • Wierdninja

        iPod mini, nano, classic, touch, iPhone 1, 3s,4(2x), iPad 1(2x), 3, 4, mini, iMac 21″, 27″, MacBook Pro(2x), MacBook Air, Apple TV 2, and 3…..that’s not counting what I got my kids and grand kids. I guess we both dig Apple.

      • Joseph

        Deal with it. It’s a person sharing their opinion, and, if you haven’t noticed, there have been other comments saying that it looks like a copy of Android. They’ve had a substantial number of upvotes. I can even understand why people are calling it a copy of Android, even. A lot of the features seem inspired by it. Control Center or whatever it’s called is shown by both the Notifcation Drawer and SBSettings, automatically updating apps, the lockscreen has an extremely similar concept to the Galaxy S3′s, the only difference being you can only slide in one spot, and it looks the same otherwise. Animated backgrounds (Apples implementation of panoramic backgrounds is very different and innovative, though). The app switcher looks like a mix between WebOS’ multitasking, Android’s, or possibly Auxo’s. You can make comparisons to other features too, I’d bet (I’d say Android Beam and AirDrop, but they aren’t really good comparisons).

        To finish off, I can also see why they’d compare it to Android if they don’t like Android. The entire thing looks un-uniform and not, well, matching, like iOS 6 and below was. The designs of the icons are radically different, and the entire thing feels fragmented. Now, that’s not to say that the entire OS, including it’s icons, look bad. In fact, I quite like the new design. It just doesn’t look uniform and non-chaotic like it did before.

        Feel free to downvote me as much as you’d like, people, but you’ll have to live with knowing that I was right and made completely valid comparisons.

      • Gorgonphone

        very true

      • JamesR624

        HOW in the HELL is iOS 7′s design “listening” to consumers? If that is what most Apple fans wanted, they would’ve bought Windows Phones! We don’t hate it when companies change things. We hate it when companies change things HORRIBLY.

      • Marcel Bradea

        Couldn’t agree more. If you think iOS 7 is a great design, look at the slew of apps that are falling prey to its design limitations. What used to be a beautiful, inspiring, UX-leading apps such as Foodspotting, Momento, Apple’s own Find Friends and Notes app, as well as so many others…. are all now bland, monotone, personality-less apps that don’t inspire and create the emotions that brought us all to love Apple in the first place. Change in companies isn’t bad, but when you have a design philosophy that created the very essence of what the company/products are, you don’t go and blow away that very underlying philosophy. You refine, you modernize, you tweak, perfect and optimize. Not change your foundational principles. John Ive may be a fantastic industrial designer, but he is a horrible UI/UX designer – and unfortunately Tim Cook isn’t a visionary like Jobs was to recognize it and slam his fist down and demand the building of something magnificent, uncompromising and unmatchable in the market.

        The best analogy I can give is the Porsche brand. They have kept their design language firm for over 50 years and they are still releasing cars generation after generation that are damn beautiful and steal your gaze time after time after time. The design is so optimized, so tweaked, so perfected – and yes, modern with every generation. You don’t see them suddenly deciding that theyre gonna design boxy minivans and abandon those design principles the whole brand is built upon. iOS 7 on the other hand fixes what wasn’t broken and breaks the tremendous foundations and accomplishments the generation prior created.

        Shame on John Ive and his ego, and on Tim Cook for allowing it to happen.

        Marcel Bradea
        Founder & CTO, Foodo

      • Gorgonphone

        perfect post

    • Indian Food

      I think it looks great. All it needs if fixing a couple of icons. Everyone is getting so worked up about this – I’ve been using the beta since it came out and once you start using it, you get used to it, and I actually really like the icons now. Once you start using iOS 7 and go back to iOS 6, you can’t. It looks so dated and old. In use, iOS 7 is all about frosted glass panels, truly gorgeous typography, and well integrated gesture based control.

      Remember when the leaked iPhone 5 came out with the two tone backing? Everyone thought it was hideous. They thought they knew Apple wouldn’t make a phone that ugly. Now, it’s the most beautiful device around. Remember when Gizmodo leaked the iPhone 4? Everyone thought THAT was hideous as well, and “that’s not Apple”… but it is. Everyone got used to it and loved it.

      That is what will happen with iOS 7 – you see it once and you think it’s ugly… watch, everyone will love it once they start to use it. I know I have.

      • Markus Hudobnik

        I 100% agree! And iOS 7 is still in beta so things are bound to change. People need to chill and not be hypocrites about wanting change.

      • Gorgonphone

        we will chille when we see beta 2 looking less lame

      • Whocares

        Love it and wouldn’t go back to iOS 6. It would’ve been better if it allows font color customization since white icon font is a little hard to read for some backgrounds. Bottom line: bravo Ive.

    • Patrick

      you sir don’t have a good taste

    • Beckz

      Lololololol

    • Whocares

      Have you used it? It make iPhone 5 look beautiful with its flatter icon design and vivid colors. It makes iOS 6 ions look old and boring. I wouldn’t go back to iOS 6 even without new functions

    • Gorgonphone

      exactly.. as soon a ive was promoted to UI design i knew we were gonna get some amateur BS lke what we see in iOS 7 and his lame excuse is “we wanted to flatten and simply”…lol he made it ugly and lame.

  • cordell

    Does this mean there will be changes

  • Markus Hudobnik

    Omg that pic. Hahahahahaha

  • Bill Slenter

    Great ‘shop. Love it!

  • Mohammad Ridwan

    Everyone check out this tumblr page… It’s really hilarious…. :D

    jonyiveredesignsthings.tumblr(dot)com

    • Jules

      WTH!! This is too funny

    • Damian W

      hah it is so truth actually

    • Gorgonphone

      lolllololo

  • Indian Food

    “Here’s Ive talking about iOS 7 with his perfectly clean British English accent.” But it’s the iPhone 5 video?

    • http://www.idownloadblog.com/author/dujkan Christian Zibreg

      Ups, fixed. Thanks for the heads-up!

      • Indian Food

        No problem.

    • Gorgonphone

      umm .lol

  • John Sklikas

    I can’t help but laugh with this “I’m back bitches” picture every time I see it! Haha :P

  • TRR09T
    • Gorgonphone

      hahahahahahhhahahhhahhahahahahhahahahhahahahaha

    • Martin “Lawliet” Amuesi

      Purple and green? I doubt Ive would make an icon without thinking of what colors to use. He chose those that work well together. Have you even taken a close look at iOS 7? Look at the Photo app for example, don’t you see how beautiful the colors look?

      Don’t compare some noobs work to a design pro like John.

  • Markus Hudobnik

    I just love how people want iOS to change and then no one likes it when it does finally change…

    • Diego Gastón Milano

      Welcome to the world. That’s human nature. Dissatisfaction is a epidemic disease.

      • Gorgonphone

        i am only dissatisfied with substandard product from lazy greedy corporations..

      • Martin “Lawliet” Amuesi

        Then stop complaining and create something better. Oh wait… you can’t because you don’t run a multi billion dollar company.

        The only substandard products I see around here are cheap plastic phones being labeled as “premium.” No one is forcing you to buy their product, I’m sure there are other choices out there.

    • Dominik Odobašić

      We wanted change for the better, not change for the sake of change!

      • Gorgonphone

        the sheep dont hear you now

    • Gorgonphone

      lolo we want it to change for the better not change fro the worse

  • Patrick

    i love IOS 7, don’t care what anyone thinks about the first beta, this fall better hurry up along with the 5s

    • http://us.playstation.com/ps4 Mark Cerny

      5s yet it’s the 7th iPhone. Apple can’t count.

      • http://klikkit.co.uk/ Jake – Klikkit

        Another idiotic comment, if Samsung could count they’d be on the Galaxy 35 by now

      • felixtaf

        YOU ARE WRONG!! There are approximately 150 Galaxy devices released so far..

        Source : GSMarena / Samsung

      • Gorgonphone

        sad

      • http://us.playstation.com/ps4 Mark Cerny

        Samsung makes different ranges of phones. Apple makes 1.

        You are so dumb.

      • http://klikkit.co.uk/ Jake – Klikkit

        Galaxy S3
        Galaxy S3 LTE
        Galaxy S3 Mini

        Galaxy S4
        Galaxy S4 Mini
        Galaxy S4 Active
        Galaxy S4 Zoom
        Galaxy S4 Stock Android
        Galaxy S4 8 Core
        Galaxy S4 LTE-Advanced

        I’ve lost count of the original line of Galaxy S phones.

        Also, if Apple aren’t allowed to make a phone called the iPhone 5S, surely by your logic, Samsung should just call their phones Galaxy 1, Galaxy 2, Galaxy 3?

      • Gorgonphone

        there are at least 200 android devices floating around lol

      • http://klikkit.co.uk/ Jake – Klikkit

        my point was, for the S4 to have nearly 10 models, and still be called the S4, whereas the iPhone has an ‘S’ model every 2 years, Fandroids can barely complain

      • Gorgonphone

        samsung sucks

      • http://us.playstation.com/ps4 Mark Cerny

        When did I say Samsung is better than Apple? o.O I love both companies.

  • Franck Kamayou

    I already knew Craig Federighi and anybody that pays attention would have spotted him last year when he delivered on mountain lion

    • Wierdninja

      Craig Federighi was very likable, funny, and natural on stage. In my opinion iOS 7 is gonna hurt him and Jony Ive.

  • Wierdninja

    Jony Ive will hopefully soon be Senior Vice President of the Unemployed. iOS 7 is a nightmare of simplistic design and childish colors. It looks as if a child with crayons designed it. He definitely was terrific at designing Apples hardware. UI design is definitely not one of his strengths. Whats the point of a retina display. The design of the new Mac Pro is a disaster too. When I read the rumor reports, I kept on reading the word “polarizing”. Now I know why. Polarizing spoke volumes. Forestall will be missed. I’m pretty sure Steve Jobs would never have allowed this mess.

    • http://klikkit.co.uk/ Jake – Klikkit

      What a moronic comment.

      A few poor icons and suddenly the man responsible for the design of every single good looking Apple device should be fired? Do me a favour.

      And how in the hell is the Mac Pro a failure? It’s an 8th of the size, looks 10 times better than it did previously, and has improved massively hardware-wise too..

      • Wierdninja

        Zero expandability, and 6 Thunderbolt ports when there are no real thunderbolt products available right now. Other than some external hard drive options, whats out there. Barely anything. Only 4 usb 3.0 ports. Tons of usb 3.0 devices out there. I kind of looks like a plastic garbage pail. You have to plug everything into it. Mass of wires everywhere. There goes your clean design. At leaf before everything was neatly tucked into the case. Its more than just one design flaw here.

      • Antsa

        Why do you need more than 4 usbports? Mac pro includes bluetooth 4.0 so you can connect your printer, mouse and keyboard without wires. There are external hard drives that can be connected using wifi or bluetooth. It’s made for professional use like photo and video editing, in those you need high resolution screens. New mac pro isn’t intended for “every house computer”

      • Gorgonphone

        i agree also

      • Gorgonphone

        i agree

      • Martin “Lawliet” Amuesi

        With all the power you’ll be getting, I doubt anyone would want to expand anyway. It’s a beautiful redesign and there’s nothing out there like it. You seem to have it in for Apple every where you go.

        If you hate them so much, stop reading every post about them knowing all your comments are ignorant and negative to boot.

        You haven’t even touched/used the product and look at how angry you are. Take some calm pills, you need it. I’ve said this before and I’ll say it again, you are not capable of accepting new change.

        You like old and familiar. Thunderbolt isn’t just for hard drives but also displays. You aren’t going to be working on HUGE animation projects, storing HUGE files.

        For a lot of companies, Thunderbolt is very welcome. The kind of companies that have multiple external backup systems can daisy chain them using Thunderbolt.

        You really don’t think before you comment. Just spewing whatever comes out. Just because you have masses of wires everywhere doesn’t mean it’s the same for everyone. Some people actually tidy their work spaces.

        You’re nothing but a sad troll.

    • Whocares

      If iOS 7 becomes a hit when it’s released, will you eat shit? I’ll bet it will be and you will do.

      • Wierdninja

        Laugh at you, like I’m doing right now. You are pricelessly clueless. All you do is insult me. At least I have an opinion and back it up with some sound thought. Just to let everyone here know, I am an Apple fan, not a Fandroid. I own an iPad and an iPhone and don’t want iOS 7 anywhere near my devices. its an ugly Android clone.

      • Gorgonphone

        great post

      • Gorgonphone

        it will be a hit i just wish it didnt looks os bad

    • n0ahcruz3

      Let the people/sales judge if its a design failure. Its a fresh new look it will be polished for next few updates like what apple has been doin prior to ios7. iOS was getting stale & boring this update made ios exciting again IMO. And about Jony getting fired, not gonna happen. Im pretty sure if Steve chooses who will he fire between Jony and Scott he’ll pick Scott.

      • Gorgonphone

        steve would have never moved Johnny up to top designer

      • n0ahcruz3

        People have been calling apple to redesign their OS/UI. And they did but still some people bitching about the design. Whats up with that? I guess apple just cant please everyone. And by the way ios is getting stale boring apple new this thats why they revamp their OS.

      • Gorgonphone

        A new design is an opportunity to make it better by building and improving on what works ! Only go completely new if your new option totally eclipses equality of your old option … Ios7 tries to use a minimalist design stile and fails …. It actually failed at what windows mobile succeeded at

      • n0ahcruz3

        I hate disqus. Anyway how do you know ios7 is a failure? Do you speak for the majority of the people? I myself was gonna move to android S4 to be specific. But since ios7 i changed my mind. Its new and intuitive. If ios7 had the same design and few minor changes i would completely ditch ios.

    • Gorgonphone

      fantastic post and spot one.. great to see more realistic thinkers on this site

  • Wierdninja

    It is a pretty funny page

  • Justice and Malice

    Hey man! I checked out that tumblr you recommended.

    It doesn’t resemble anything even close to “hilarious”. Just an FYI

  • Markus Hudobnik

    It’s not that funny….

  • Roger Riekki

    Love Jony Ive’s accent. :D

  • WolfgangHoltz

    First Tim Cook and now this blind moron Jonathan Ive.

    • Gorgonphone

      best pst in the thread.. i blame him for the destruction of the look of IOS

  • Steve Jobs

    You deserved it, Jony. Proud of you.

  • Ricky

    Really funny the photoshoped banner hahaha

  • Arthur Geron

    People always complains about apple not taking risks, and not changing very much, now, people just bitch apple changed too much.. Argh, some people just can`t stop complaining, they`re a bunch of unhappy jerks.

    • Gorgonphone

      risk is fine just invest in some professionals who know how to make an attractive UI design

  • wbuddy1065

    if it looks and operates like Andriod like some are sayng here for me its a good thing and I may be convinced to return to the Mac side, but they need a bigger screen on their phone b4 I do that TBH.

  • Dominik Odobašić

    This is NOT flat design. When you have gradients all over the freaking place, blur effects that make your eyes bleed and icons falling down upon unlock. That is NOT flat, but pointless, overdone and ugly. I’ve seen Dreamboard skins that look better than this crap.

    • Gorgonphone

      ummmm

  • Franck Kamayou

    Well we can imagine now that there will be a big disparity between built in apps and third party apps… That’s my biggest concern. I don’t see 700 000 apps change their design to a more flat lookin one.

    • Gorgonphone

      apple will send out new third pat app icon design guidelines forcing companies to make their icons look more flat and boring like apples.. sad

  • Gorgonphone

    sad…. Steve would have never put him over all of apples design cause his UI design skills are lacking terrible which is why he sold them on the “flat design” approach which is really all he could handle as a hard ware designer and not a UI designer..

  • onebyone_

    My eyes!!!!!

    JAJAJAJ!

  • iapplestuffs

    hey guys !! if you want to use IOS 7 beta ** then, register your UDID to get activated in ios 7 legitimately !

    I am registering UDID to Apple Developer account for $15USD each device for IOS 7 BETA. Once your UDID is registered then you can update to ios 7 beta without any problem and your iphone will be activated. You will enjoy full features of IOS 7 beta.If your interested then inbox me or you can email me to (iapplestuffs@gmail.com). Thanks……………..

    • Martin “Lawliet” Amuesi

      Not interested in spam. You DON’T have to register a UDID to install iOS 7. I’m using just fine without having to pay you anything. Get lost troll.

  • janet

    I hate this new iOS. Almost as terrible as Android. The “5c” is a gimmick too. I hate you Apple.

  • adshorty

    The most butt ugly design ever. Great job Jony Ive.