Apple just named iconic designer Jony Ives the company's very first Chief Design Officer, a big step up over his previous position as senior vice president of design. The move seems like the logical next step for the man behind iconic designs like the Macbook, iPhone and Apple Watch. But some think the new job could actually mark the end of Ives' storied career at Apple.
The move makes him only the third C-level executive at Apple, after Tim Cook, chief executive officer, and Luca Maestri, chief financial officer.
Ives has worked at Apple for more than 20 years and was very close with late Apple founder Steve Jobs. Jobs even referred to Ives as a "spiritual partner". The new CDO's innovative designs are considered one of the big reasons Apple gadgets have become so popular during his tenure with the company.
The promotion makes a lot of sense because Ives has taken on more responsibilities lately, but some think he could actually be on his way out at Apple.