Is 'Apple of Design' returning? Apple's next CEO, John Ternus, prepares to fully deploy 'Industrial Design Organization'

Apple, once hailed as a symbol of design innovation in the IT industry, is signaling a significant shift as incoming CEO John Ternus prepares to take the helm on September 1. Observers anticipate a renewed emphasis on the design department, a core strength during the Steve Jobs and Jony Ive eras, which had seen its influence diminish under Tim Cook's tenure, prioritizing supply chain efficiency and profitability.

Ternus, currently a senior vice president, is reportedly working closely with the industrial design organization to shape future product strategies. This collaboration suggests an expansion of the design team's role within Apple's future management structure. For years, design has been central to Apple's identity, with iconic products like the iMac, iPod, iPhone, and iPad leading markets through their innovative user experiences and distinct aesthetics. Under Jony Ive, the design division wielded considerable influence, shaping not just product appearance but also Apple's overall product direction and strategy.

However, since Ive's departure in 2019, the design department was integrated under then-COO Jeff Williams. Decision-making within Apple increasingly favored operational, supply chain, and financial departments. The absence of a dedicated top-level executive for design in recent years further contributed to the perception that the department's standing had declined. Currently, Ternus oversees hardware engineering and has also been leading the design division since January.

Industry insiders believe these changes have influenced Apple's recent product strategies. While the Tim Cook era has excelled in operational efficiency, supply chain optimization, and service business expansion, critics note a relative decrease in groundbreaking design innovations compared to the past. Ternus, with his background in product development, is expected to bring a different leadership style than Cook. Having led the development of key products like the iPhone, iPad, and Mac, Ternus is known for valuing product perfection and user experience, suggesting a strengthening of collaboration with the design team.

Ternus has reportedly spent considerable time with the industrial design team in preparation for his new role. He is quoted as emphasizing, "The most beautifully designed products that most customers own are Apple products. We will continue to ensure that remains the case." This statement suggests Apple may once again leverage design competitiveness as a key growth driver, especially as the smartphone, PC, and wearable markets intensify in the AI era, where design differentiation is becoming as crucial as technological innovation. Apple is also increasingly featuring Ternus in its new product promotions, highlighting him as a symbol of recent design achievements. The anticipated launch of the "foldable iPhone" later this year is expected to be Ternus's first major public platform.