What’s Next For Jony Ive After Apple Departure?

New documents reveal what’s next for former Apple designer Jony Ive after he left the Cupertino tech giant.

Apple designer Jony Ive, responsible for designing many of Apple’s products, reportedly left the Cupertino tech giant to start his own firm, LoveFrom. While many reports and leaks describe in detail what’s next for Apple after Ive left, not much is known about what Ive plans to do except keep designing things.

Now, new documents from the U.S. Patents and Trademark Office reveal that he is intent on making sure he will receive the credit for the designs he makes. According to the document (as spotted by 9To5Mac), Ive officially filed for a trademark for a term he is likely to use as his firm’s official name: “LoveFrom Jony.”

“LoveFrom Jony”?

Ive previously said he’d name his firm “LoveFrom,” but based on the documents, it appears that he had planned to include his name there all along. The documents reveal that he filed to trademark the term in the U.S. on July 18, 2019, but he filed for a trademark for the term internationally earlier than that -- May 29, 2019.

This is obviously marks a big change from Ive’ss career as a designer inside a company where not one person is given credit for designing a product (hence the “Designed by Apple” description), into a company where every product or design will say it’s made by “LoveFrom Jony.”

What will he design?

Ive designed a lot of things while working for the Cupertino tech giant. CNet noted that he designed iMacs, iBooks, iPads, iPhones, the first Apple Watch, and the current Apple Park. He was also heavily involved in designing iOS 7, showing he can do much more than design devices.

Now that he’ll be running his own firm, he has all the freedom that he needs to design virtually anything he wants. According to the trademark filing, he might work on designing “sachets for perfuming linen,” “coffee grinders,” “soft-tip spoons for use with babies, infants and children,” “mobile telephones,” “electrified fences,” “general wellness instruments,” “vehicles,” and a lot more.

The documents also state somewhere that he might design “virtual and augmented reality displays, goggles, controllers, and headsets.” He was Apple’s key designer, and his departure from Cupertino might have led to Apple postponing its work on its rumored AR headset.