Apple Inc., while under the direction of
Steve Jobs, was known for its wide usage of skeuomorphic designs in various applications. This changed after Jobs's death when
Scott Forstall, described as "the most vocal and high-ranking proponent of the visual design style favored by Mr. Jobs", resigned. Apple designer
Jonathan Ive took over some of Forstall's responsibilities and had "made his distaste for the visual ornamentation in Apple's mobile software known within the company".
[24] With the announcement of
iOS 7 at
WWDC in 2013, Apple officially shifted from skeuomorphism to a
more simplified design, thus beginning the so-called "death of skeuomorphism" at Apple.