Ferrari Just Signed Up to Work with the Designer of the iPhone

Ferrari, long-known for relying on its impressive history, has its sights on the future. Will its partnership with revered tech-designer Jony Ive give the Italian supercar company the leg-up it needs to compete?
Written by Andrew Koole
Reviewed by Kathleen Flear
Dec 7, 2021
We understand some cars to be works of art. It’s why we gawk at them as we pass them by and feature them in modern art exhibits. 
To many, a car’s form is just as (and sometimes more) important than its function, and a number of supercar brands dedicate themselves to making their vehicles as beautiful as possible.
Ferrari
is not just one of those brands. It’s the standard by which all other brands are valued—quite literally.
Ferrari’s business model—limiting supply while maintaining high standards—has helped the company in all types of economic environments. But the prestigious brand has survived because of its ability to adapt. 
Its partnership with ex-
Apple
iPhone designer Sir Jony Ive is the company’s latest move to hold onto its throne.
Ferrari is trying to step up its design game.

How will Ferrari work with iPhone designer Jony Ive?

Jony Ive parted ways with Apple in 2019 after guiding the design of many popular products such as the iMac, iPod,
iPhone
, and iPad.
Autocar
says he left to begin his own design firm, LoveFrom, with his former Apple coworker, Marc Newson. 
The two men do very little in the form of self-promotion. Besides an announcement of its work with vacation-home web business Airbnb, news of its partnership with Ferrari is the first public statement about its work yet.
LoveFrom will likely leave the car designing to Ferrari’s expert team, led by Flavio Manzoni. Instead, the design firm will probably focus on improving Ferrari’s touchscreen interface, as well as other non-car products.

What else is Ferrari up to?

Besides hiring ex-Apple brains, Ferrari announced plans to join the rest of the auto industry in the production of a body type it had until recently declined to include in its roster—the SUV. 
Competing brands like Porsche and Lamborghini joined the SUV-train a number of years ago. Fellow Italian brand Maserati entered the sports-utility field in 2017 with the
Levante
. But Ferrari refused to follow, claiming the segment didn’t suit the company’s brand—until now.
Ferrari released news this year that their first SUV, the Purosangue, will be ready by the end of 2022. Details about the new model remain shrouded in secrecy, but Ferrari enthusiasts pieced together snippets and rumors to render a potential picture of what the Purosangue could be.
From the tiny bits of information found, they expect a 1,000 hp coupe-style crossover that could end up being the most powerful SUV on the market.

What does a new Ferrari cost to own?

Ferraris are expensive. Their high-end designs, top-tier parts, and limited numbers make them worth hundreds of thousands of dollars. Even the more passenger-focused Purosangue is expected to cost about $300,000.
Car insurance
for these supercars is also expensive, but you can always bring the price down by shopping around for the best rate. The easiest way to do that is with
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