With the upcoming transition set for September 1, Apple’s incoming CEO John Ternus is expected to reshape the company’s design priorities, countering a trend where operational concerns have overshadowed the design team’s influence. Ternus has reportedly dedicated significant time to engaging with the industrial design group, indicating a potential revival of its authority in product development.
In the past decade, particularly after Jony Ive’s departure, the design team’s role within Apple has diminished, with former COO Jeff Williams overseeing design matters. This shift has led to perceptions of a demotion in design’s status compared to operational divisions. Historically, under Steve Jobs, design held a commanding position, as reflected in Jobs’ own words about Ive’s influence within the company.
As Ternus prepares to assume leadership, he aims to reinforce the significance of design, emphasizing that Apple products should remain among the best-designed offerings available. His first major public appearance is anticipated at a media event debuting a new foldable iPhone, a move that aligns with Apple’s strategy to highlight recent design achievements.