John Ternus, poised to become Apple's next Chief Executive Officer on September 1, 2026, is signaling a significant strategic shift for the tech giant: a renewed emphasis on product design. According to a Bloomberg report, Ternus intends to restore the authority and influence of Apple's design team, a focus that has reportedly waned in recent years.
The design team's prominence reportedly diminished following the 2019 exit of Jony Ive, Apple's long-time chief design officer. Sources suggest that since Ive's departure, Apple has increasingly prioritized operational efficiency, manufacturing, supply chain management, and business execution over design leadership. The company also notably lacks a senior design role equivalent to Ive's former position.
A Return to Design-First Philosophy
Ternus is expected to be more hands-on with product development, directly engaging with the design process. Ahead of his official CEO tenure, he has been working closely with Apple's product design team, actively preparing for this leadership transition.
“We’re going to keep focusing on design, because design is core to what we do at Apple,” Ternus was quoted saying. He added, “The most beautifully designed thing that most customers own is an Apple product. We’re going to make sure that stays the case.”
This commitment suggests a desire to return to a philosophy where design innovation is a primary driver, reminiscent of Apple's earlier eras under Steve Jobs and Jony Ive.
Future Products Under Ternus's Vision
Ternus is already associated with key upcoming projects, including the development and design of the latest MacBook Neo. He is also anticipated to be a central figure behind Apple's first foldable iPhone, which is rumored for launch later this year. Apple's product roadmap for 2026 and 2027 promises a range of new devices, with new iPhones, AirPods, AI glasses, iPads, and Macs all expected. The year 2027 will also mark the iPhone’s 20th anniversary, an occasion expected to be celebrated with significant product announcements.