Newly appointed Apple CEO John Ternus is steering the company in a different direction than his predecessor, Tim Cook. Ternus is putting the spotlight on an area of Apple that was often treated as an afterthought during Cook’s tenure.
According to Bloomberg’s Mark Gurman, writing in his Power On newsletter, the differences between Ternus and Cook run deep. Gurman explains how Ternus’s approach as Apple’s CEO could help recapture the Steve Jobs-era magic that many fans have been missing.
Why Apple’s Design Teams Reported to John Ternus, Not Tim Cook
According to Gurman, Apple has not had a true design chief since Jony Ive left the company. Apple’s design teams instead reported to COO Jeff Williams, who reportedly landed the role largely because of his close relationship with Tim Cook. Williams was a manufacturing expert with no real background in design.
Last year, Williams retired from Apple, and Cook announced that the design teams would report directly to him. Gurman says that wasn’t entirely accurate.
In reality, Apple’s design teams began reporting to John Ternus, as Cook was already preparing him to eventually take over as Apple CEO.
How John Ternus Is Mimicking Steve Jobs at Apple
According to Gurman, John Ternus often worked with Apple’s design teams even before they reported to him, but he has since “immersed” himself in the department since becoming Apple CEO. Sources inside the company say Ternus works hands-on in the design studio several times a week, and sometimes visits more than once in a single day.
That is a sharp contrast to how Tim Cook reportedly handled the department. Gurman’s sources say Cook spent barely an hour at the studio once a month.
Ternus’s approach closely resembles how Steve Jobs ran Apple’s design process. Jobs also took a direct, hands-on role with the design teams. Not every product that came out of that approach landed well with consumers, but many of them became iconic pieces of tech.
Is this the return of that Apple magic?
For many tech enthusiasts and Apple fans, the “Apple magic” of old stands for a time when the company felt unique and kept things fresh. Apple grew into a hugely successful company over the years, but it also settled into a predictable rhythm of familiar annual releases.
This year’s Apple event, the first hosted by CEO John Ternus, seemed to bring that feeling back. The iPhone Duo helped immensely, but the way the entire event was structured also felt refreshing.
If Ternus really is diving headfirst into Apple’s design department, it could signal a return to form for the company. Apple has already taken similar steps, such as releasing the MacBook Neo, and Ternus’s focus on design suggests more releases like it could be on the way.
However, Ternus also has some less popular ideas for running Apple. Many fans are not on board with layoffs and rising subscription prices, and understandably so.
It very well might be, given what we know is coming
Under Apple CEO John Ternus, the company is reportedly preparing to enter several new markets. A smart home hub is said to be just days from being announced, Apple is shifting resources away from the Apple Vision Pro to focus on smart glasses, and the MacBook Pro is expected to get a touchscreen.
I loved this year’s Apple event, and the MacBook Neo is excellent value for the money. With the iPhone Duo helping bring foldable phones into the mainstream, I can honestly see the Apple magic so many of us have been missing making a comeback.
Not every new design will be a hit, but it’s encouraging to see Apple’s CEO obsessed with how the company’s devices are built, much like Steve Jobs was. Good, bad, excellent, or downright awful, I’d love to see more unique products from Apple again.
