Old Apple had a productive tension between Jony Ive and Scott Forestall on which direction to go in with design, with Steve Jobs as a tie-breaker.

After Jobs passed away Tim Cook failed to manage that tension productively and was put in a position where he had to choose between Ive and Forestall. He chose Ive, which in itself was probably the right choice, but there was nobody with Forestall’s clout to temper Ive’s more wanky tendencies.

Much of the other stuff people complain about is kind of just the reality of being a company that sells to millions or tens of millions to being a company that sells to hundreds of millions or close to a billion customers. A lot of the charm and whimsy gets harder to sustain. I’ve long felt that Apple needs to just do a Toyota/Lexus sort of split and have a second nameplate for doing more avante garde, quirky, and lower volume hardware and software projects.

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tsunamifury 7 hours ago | parent [-]

To Ives credit he tried to do the brand split and focused on Apple Watch as the test bed first with “Edition” then “Hermes”

There just wasn’t the demand.

	▲	naravara 3 hours ago \| parent [-]
		That seemed more like experimenting with interesting industrial design approaches and materials though. It’s not as much like, a very distinct side-hustle to design stuff that’s completely different. They sort of do this with Beats as a parallel business to their own Apple speakers with products that aim at a totally different market. They need to start doing that with computers too. The entire Mac lineup is designed to be, like, a Honda Accord or Camry. But the Mac Pro is crap, they need a business-line that makes a computing equivalent of a pickup truck but they don’t want to commit.