Jony Ive kept design simple at Apple. He's now embracing his 'ornament era.'

Jony Ive with Apple CEO Tim Cook.

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• Jony Ive was known for delivering simple designs at Apple.
• Ive said in a fireside chat that his design mantra at his new agency, LoveFrom, could be different.
• His new chapter is shaping up to be his "ornament era."

Jony Ive is embracing his "ornament era."

The former chief design officer at Apple spent the better part of 27 years designing products that were defined by simplicity and minimalism: the iPod...