It has been revealed that one of the key designers behind one of the Cupertino company's products, the Apple TV, will be leaving the company soon. Ben Keighran, credited as the principal designer of Apple TV's new look and feel design, is said to be leaving in order to fund his own iconic business.

Keighran is known to have joined the Cupertino company four years ago when the company bought his co-funded search startup Chomp. After that, he reported to Apple executive Bill Bachman, who is responsible for overseeing the company's media apps and who is under the VP for iTunes content Robert Kondrk. Kondrk in turn answers to SVY Eddy Cue, who is known to be in charge of Apple's overall media scheme.

The former co-owner of Chomp said that the last three years he spent with Apple was used in overseeing the new look and feel of Apple TV's software. Apple TV is an entertainment device that allows its users to watch web videos on their TVs. The said product incorporates part of the search startup that Keighran has sold to the Cupertino company back in 2012.

For the past few years, the public has been treated to a few plans by Apple to build TV-related services and hardware. These plans have been part of speculations made through the years on how the services or hardware would develop. Later on, plans had been changing directions and looked like there was no definite destination. It was not clear where the company really wanted to go.

Talks intensified this early 2015 when efforts of introducing a subscription video service that would offer their users live TV feeds from broadcast and TV programmers was shelved with no reason. The only statement given to the public regarding the said product is that efforts towards its development in that area are shelved temporarily.

When asked, Keighran refused to give any statement regarding the shelved projects of Apple except that they have looked into many different ways of delivering awesome TV experience. Keighran also stated that leaving the Cupertino company is not an easy decision to make as he has grown to love its people, culture and products. Meanwhile, the tech company refused to make any statement when asked about this latest development.