- By Prateek Levi
- Mon, 22 Jun 2026 03:39 PM (IST)
- Source:JND
Apple is heading towards one of the biggest leadership changes in its history. With John Ternus set to replace Tim Cook as CEO on September 1, the focus is slowly shifting from who is taking charge to what changes could follow once the transition is complete.
While Cook's tenure transformed Apple into a financial and operational powerhouse, a new report suggests Ternus could take a different approach. Instead of putting the spotlight on efficiency and business operations, the incoming CEO may look to strengthen an area that many believe has lost some of its influence inside Apple over the years: product design.
A Different Vision For Apple's Future
According to Bloomberg's Mark Gurman, Ternus is expected to place greater emphasis on product engineering, innovation and design. The goal, according to the report, is simple: make Apple products feel exciting again.
That doesn't mean Apple is abandoning the formula that made it successful under Cook. Rather, it suggests the company could be looking to balance its business strengths with a renewed focus on the products themselves.
Gurman believes this shift could eventually lead to changes within Apple's design organisation, including the possibility of a new leadership structure for the team.
Why Apple's Design Team Is Back In Focus
For years, Apple's design studio was one of the most influential groups in the technology industry. Working alongside Steve Jobs, Jony Ive helped create products that became benchmarks for the rest of the market.
However, things changed after Ive gradually stepped away from day-to-day leadership and eventually left the company. Over time, several organisational changes reduced the prominence of Apple's industrial design group, leading to criticism that the team no longer holds the same influence it once did.
Today, the department has fewer high-profile leaders than it did during its peak years, and many observers feel Apple's recent products have focused more on refinement than dramatic design innovation.
Signs Of Change Are Already Emerging
Interestingly, Ternus appears to have recognised the issue long before becoming CEO.
Last year, he took direct oversight of Apple's design organisation, a move that many industry watchers viewed as an early sign of his intentions. The decision gave him closer involvement with a team that had previously operated under a different leadership structure.
According to Gurman, that move could eventually pave the way for broader changes aimed at restoring the group's influence within Apple.
Design Will Remain Central To Apple
During a recent meeting with employees, Ternus reportedly reaffirmed Apple's commitment to design.
He said the company would continue focusing on design because it remains central to what Apple does. He also noted that many customers consider their Apple device to be the most beautifully designed product they own, adding that maintaining that standard will continue to be a priority.
The comments offer one of the clearest indications yet of how Ternus views Apple's future and the role design could play in it.
A New Chapter Begins
Tim Cook leaves behind a company that is stronger financially than ever before. But if Gurman's assessment is accurate, Ternus may spend the coming years trying to strengthen a different part of Apple's identity.
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The challenge won't be growing Apple. The company has already mastered that.
The challenge will be ensuring Apple once again becomes the company that surprises people with its products, not just its business results.This structure is much closer to the tech-news format you usually ask for: strong intro, multiple subheadings, shorter paragraphs, smoother transitions, and less AI-style repetition.