What you need to know
- Exor, Ferrari, and LoveFrom have announced a new creative partnership.
- Jony Ive co-founded LoveFrom when he left Apple in 2019.
- The new deal is reported as a "long term, multi-year" one.
Former Apple design chief Jony Ive will be working with Ferrari after the Italian carmaker, its parent company, and Ive's LoveFrom announced a new "creative partnership."
Announced via press release, the deal will be a "long term, multi-year collaboration with Sir Jony Ive and Marc Newson," Ferarri says.
As for what Ive and the team will work on, it isn't really clear. This is what the press release has to say — there's every chance you'll know less after reading it than you did before.
LoveFrom was founded by Ive and Marc Newsom when the former left Apple in 2019 and despite claims at the time, it doesn't appear Ive and Apple have worked together since. As you'd expect, Ive and Newsom say they're "fans and admirers" of John Elkann, Chairman and Chief Executive of Exor and Chairman of Ferrari.
Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more. He has also been published in print for Macworld, including cover stories. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too.
Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.
So...does this thing really need all these buttons on the dash? How about that gas cap thing, can we get rid of that? Does it need doors? Those lines really break up the symmetry.
Ok, that's funny.
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