Business Apple design chief Jony Ive, Steve Jobs' confidant, to leave and start own firm Updated : June 28, 2019 02:42 PM IST Apple said Ive will continue work on its products at his new venture, but shares fell as much as 1.5 percent to $197.44 in after-market trading, wiping about $9 billion from the firm's value. Ive joined Apple in 1992 and led Apple's design teams since 1996. He became chief design officer in 2015. Ive's new company will be called LoveFrom, the Financial Times reported, quoting Ive as saying it would be based in California "for now." Subscribe to Moneycontrol PRO at just Rs.33/- per month for the first year. Use code SUPERPRO. Limited period offer. Available on Web and Android.