> This is a bit of a risk for Ive, (…) If he does not produce an immediate success it'll be brand damaging and wobble on his reputation.

He’s a billionaire approaching 60. You don’t need to worry about him, his brand, or his reputation. If he cared about it that much, he could’ve stayed at Apple. He chose to move back closer to his family. He didn’t launch a new design firm because he needed it, but because he wanted to.