John Ternus Aims to Restore Apple’s Design Power After Years of Decline

Incoming Apple CEO John Ternus is preparing a major redesign of the company’s product design organization, aiming to restore its influence after years of decline under Tim Cook’s operations-driven leadership. According to Bloomberg’s Mark Gurman, Apple’s design team has suffered from reduced authority, talent departures and a shift toward conservative, profit-focused decision-making. Ternus has already spent significant time with the Industrial Design group and plans to elevate its role within Apple’s strategic direction. Internally, he frames this shift as continuity, emphasizing that design remains core to Apple’s identity, even if recent years suggest otherwise. His biggest challenge will be finding strong design leadership and rebuilding a culture where creativity is prioritized over operational constraints.

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