A quiet exodus has been troubling Apple’s design studios since Jony Ive’s departure in 2019. Key figures vanished one by one – Ive’s successor, Evans Hankey, followed by design overseer Jeff Williams, rising talent Abidur Chowdhury, and a ripple of other crucial team members. The sense was of a creative core slowly dissolving, leaving many to wonder about the future of Apple’s iconic aesthetic.
This week, however, a different narrative began to emerge. A celebrated designer, Sebastiaan de With, announced his arrival at Apple Park, a welcome reversal in the trend. His simple message – excitement about joining the “best team in the world” to work on his “favorite products” – sparked immediate interest and a glimmer of hope within the design community.
De With isn’t a newcomer to Apple’s ecosystem. He previously contributed to the foundational work on early versions of iCloud and the Find My app, before venturing out a decade ago to forge his own path. His expertise lies in human interface design, suggesting a focus on the software experience rather than physical product design.
He’s best known as the cofounder of Lux, the developer behind the critically acclaimed pro camera app, Halide. This move isn’t an acquisition of Lux or Halide itself; Ben Sandofsky, de With’s cofounder, swiftly reassured users that Halide remains independent and is his dedicated focus. The project will continue to thrive under his sole leadership.
What remains to be seen is how de With’s independent spirit will mesh with Apple’s famously controlled environment. His online presence reveals a passionate Apple enthusiast, consistently positive in his iPhone reviews, yet unafraid to offer wry observations about Apple’s marketing and internal culture.
There’s a quiet anticipation surrounding whether Apple’s public relations team will encourage strict adherence to company messaging. But many hope they won’t, as de With possesses a rare wit and perspective – a quality notably absent in most public-facing Apple representatives. His unique voice could be a refreshing addition.
