Apple is preparing for a major leadership transition. On September 1, Senior Vice President of Hardware Engineering John Ternus will take over as the CEO, succeeding Tim Cook after more than a decade at the helm.
According to Bloomberg's Mark Gurman, one of Ternus' priorities could be reviving Apple's design culture and restoring greater emphasis on the look and feel of its products.
In his latest ‘Power On’ newsletter, Gurman wrote that Ternus is expected to focus on product engineering, design, and innovation over the financial and operational areas that largely defined the Cook era.
The incoming CEO reportedly believes Apple needs to strengthen its design organization and give it a bigger role in shaping future products.
According to Gurman, Ternus could potentially appoint a new head for the Apple design unit as the company’s overall strategy to revitalize the group and bring new perspectives into play.
This should not be shocking since last year, Ternus assumed responsibility for Apple’s design department. Sources close to leadership believe that Ternus is aware of the group’s difficulties and that there is room for improvement.
A decade ago, Apple's design group was one of the most influential teams within the company. The team was integral to product development and a key part of the company’s identity.
However, through several leadership changes over the years, its influence diminished significantly. There are currently only a few big names leading the group, and consumers believe that Apple does not value design as it previously did.
Gurman reports that Tim Cook interacted less with the industrial design team than past leaders, as more emphasis was placed on operational efficiencies.
Also Read: What Will be John Ternus' Biggest Challenge as Next Apple CEO?
Ternus appears ready to take a different approach. Gurman argues that making Apple's products feel exciting again should be at the top of the new CEO's agenda.
Whether that leads to major design changes remains to be seen, but early indications suggest Ternus wants the design team to regain the influence it enjoyed during Apple's most innovative years.