According to several reports, Apple‘s chief design officer Jony Ive is leaving the company after three decades to start his own design firm. Ive has been at the center of design for our generations most influential products including the iPhone. Ive’s new design company is called LoveForm, and with it Ive will be joined by famed designer Marc Newsom. Apple will be one of Ive’s new clients at his new design firm. Ive is a well respected designer and has worked on everything from Macs, the iPhone, the iPad, the Apple Watch, and more.