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Apple TV designer leaves

One of Apple’s key designers behind the new Apple TV is leaving the company.

Ben Keighran oversaw the look and feel of the latest Apple TV media player’s software. That software incorporated the work of his old startup company, Chomp.

Apple acquired app search company Chomp back in 2012 in a bid to improve the app discovery experience of its own App Store. It also incorporated part of that technology into the latest Apple TV.

Keighran appears to be leaving Apple under positive circumstances. He told Recode that the decision was “really difficult. I’ve totally fallen in love with the people, the culture, the product.”

It seems the reason behind Keighran’s leaving is to venture out on his own once again. “I want to create not just a killer product, but my own iconic company,” he said.

Related: Why Apple TV isn’t the console you’ve been waiting for

The latest Apple TV device has received largely positive reviews since its launch late last year. It supplies a crisp new UI and a new dedicated app store, as well as improved power for games and an advanced new remote control.

However, many have pointed out that it’s essentially incomplete, thanks to Apple’s failure to agree terms with content providers on a live TV subscription package. The Apple TV essentially still offers the same piecemeal media-streaming offering as before.

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