Apple's incoming chief executive John Ternus is expected to prioritise rebuilding the company's design organisation, according to reports, marking a shift in how the technology giant approaches product development as it navigates increasing competition in artificial intelligence (AI).
The focus on design comes at a time when Apple is facing questions about its pace of innovation, particularly in generative AI, where rivals such as OpenAI, Google, and Microsoft have moved aggressively to launch new products and capabilities.
Ternus inherits a design team that has seen significant departures since former design chief Jony Ive left the company in 2019. Several senior members of the team that helped shape products such as the iPhone, iPad, and MacBook have also exited in recent years, reducing the group's influence within Apple's leadership.
Under Steve Jobs and Ive, Apple's design organisation played a prominent role in the development of the company's consumer products, working alongside hardware and software teams on major product launches.
Over the past decade, under CEO Tim Cook, Apple's priorities shifted towards scaling its services business, expanding its product ecosystem, and strengthening supply-chain operations . While that helped drive record growth and profitability, analysts say that Apple has faced challenges in creating entirely new product categories.
Ternus, a longtime Apple executive who currently oversees hardware engineering, has led development efforts across several of the company's flagship products, including the iPhone, iPad, Mac, and AirPods. Reuters has described him as a product-focussed leader, a background that could influence Apple's approach to future innovation.
The renewed emphasis on design is significant because Apple has historically differentiated itself not by being the first to market, but by refining technologies into products that appeal to mainstream consumers. As AI becomes increasingly embedded in consumer devices, the company appears to be betting that product experience and design will remain as important as the underlying technology itself.
As CEO, Ternus is expected to oversee Apple's efforts across hardware, software, and AI.
