A new press release has just announced a major collaboration between Jony Ive, Exmor and Ferrari. The nature of the projects on which the former Apple executive, promoted to Knight Commander of the Order of the British Empire, will work remains secret, although the luxury sector has been mentioned on occasion but without details.
Honored by the Royal Society of Arts, Sir Jonathan Ive joined Apple in 1992 in California. Following the return of Steve Jobs at the head of the company, he became one of the main managers.
We owe him the design of several brand devices:
- l’iMac,up to the most recent model
- l'iPod
- l’iPhone
Then becamehonorary speaker of Oxford but also of Cambridge, Ive chose to leave Apple to launch his own adventure: the LoveFrom agency, of which Airbnb is notably a client.
Exor
Exor, for its part, is a Dutch ETF (investment fund listed on the stock exchange) which is behind the success of several FinTechs including the French insurance company Alan. Founded in 1927, the company achieved nearly one hundred and twenty million euros in turnover in 2020. It also has a significant share in the newspaperThe Economist, a weekly followed by international finance.
At the helm of the group, the Agnelli family also owns a car manufacturer with a presence beyond Italy: Ferrari.
Ferrari
Apple working on a smart car(some talk about autonomous driving, others about electric propulsion), it's hard to imagine one of his former angel makers working on anything simpler. What's more, we already know thatFerrari and its 2,685 vehicles sold from April to June have also already tasted engines sometimes considered more “green”. Considering itself as a luxury manufacturer, the red team recalls its ambitions “[d’]exclusivity [and] innovation“.
Among the connected additions currently making headlines among the competition, we can for example cite augmented reality (BMW), obstacle detection using LiDAR or even on-demand transport services. The concept of a sustainable city is obviously one of the key popularity vectors of this type of initiative, which Apple could soon democratize with its own device.
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By : Keleops AG
