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Can New Apple CEO Make Products Cool Again?
22 Jun
Summary
- Incoming CEO John Ternus eyes a major design overhaul.
- Apple's design leadership shifted significantly post-Jony Ive.
- Ternus aims to restore the 'cool factor' to Apple products.
Incoming Apple CEO John Ternus has signaled that a significant design transformation is on the horizon, potentially reintroducing the bold aesthetics reminiscent of Jony Ive's era. Following Ive's departure in 2019, Apple's design leadership shifted, with COO Jeff Williams stepping in, a move some critics deemed a 'design calamity.'
Reports suggest that Ternus, currently the hardware chief, recognizes the need to prioritize making Apple's products exciting again. This strategic pivot aims to move beyond the current focus on competence and consumer inertia, which has characterized Apple's product strategy in recent years.
As Ternus prepares to take over as CEO in September 2026, his mandate appears to be restoring Apple's reputation for innovative and desirable design. While emphasizing continuity in design's importance, the focus will be on recapturing the brand's innovative spirit.
