Samsung's new design chief comes from Jony Ive's old London-based firm

Samsung has hired Lee Don-tae as the company's new design chief, according to a report on The Korea Herald. The former CEO of Tangerine, a London-based design firm founded by Apple's Jony Ive, will aid Samsung to further advance its hardware designs and drive sales.

Don-tae has previously worked with Samsung, as well as LG, Toyota and British Airways, but will now be based at Samsung's Design Management Center. The company will be looking to turn things around, especially amid declining smartphone sales.

The tech giant has already revealed plans to reduce the number of smartphones that will be released this year, which would tie in comfortably with new design work from the new hire.

Source: The Korea Herald