Since Tim Cook assumed leadership at Apple, the influence of the design team within the executive ranks has gradually waned. Following Jonathan Ive’s departure and the subsequent loss of key design talent, the financial and operations departments have increasingly taken the reins in product development decisions. After Ive’s exit, the design team fell under the supervision of Jeff Williams, Apple’s former Chief Operating Officer. In contrast to the Ive era—when the industrial design team spearheaded product development—Apple’s design department now occupies a less prominent role, lacking a dedicated senior design leader at the executive level.

John Ternus, the incoming CEO, is expected to reshape this power dynamic and restore the central importance of the design team. He is set to become more deeply engaged throughout the entire product development process and is actively working to reinstate the design team’s decision-making authority. Ternus has already devoted considerable time to communicating and collaborating with the industrial design team, emphasizing his commitment to maintaining Apple’s edge in product design excellence. Apple’s PR team has even hailed him as the driving force behind the company’s recent high-profile design achievements. His first major public appearance as CEO will take place at this fall’s new product launch event, where he is slated to introduce Apple’s groundbreaking new foldable iPhone.