For decades, design has been one of the pillars of Apple’s identity. More than just a department in charge of product aesthetics, the organization, once led by Jony Ive, participated directly in the company’s major strategic decisions.

According to a recent Bloomberg report by Mark Gurman, this dynamic could soon be revitalized. With the expected arrival of John Ternus as Apple’s CEO, the company is reportedly considering giving more influence to its design teams , after several years marked by major departures and a gradual loss of importance within the organization.

This development could have consequences far beyond the mere appearance of future products.

The golden age of design, according to Apple

During the era of Steve Jobs and Jony Ive, design played a central role in Apple’s operations. Creative teams worked closely with engineers, marketing managers, and senior management to define the vision for future products. This approach gave rise to some of the most iconic devices in the tech industry: the iMac, the iPod, the iPhone, and the iPad.

At that time, the philosophy was clear: design was not meant to dress up technology, it helped to define it.

This proximity to the top of the hierarchy has long allowed designers to directly influence the direction of the company.

The turning point after Jony Ive’s departure

The situation began to change when Jony Ive gradually withdrew from day-to-day operations in 2015, before leaving Apple permanently in 2019 to found his design studio, LoveFrom .

Initially, the transition seemed to be under control under the leadership of Evans Hankey, appointed to ensure continuity. However, several organizational changes gradually altered the historical balance between design and management.

Unlike her predecessor, Hankey never joined Apple’s executive leadership team. She reported directly to Jeff Williams, then Chief Operating Officer, a choice that already symbolized an evolution in internal governance.

According to Gurman, this reorganization marked the beginning of a period during which design lost some of its strategic influence.

A series of departures that weakens the organization

Jony Ive’s departure was not an isolated case. Over the years, several key figures at the design studio have left Apple to join LoveFrom, start their own companies, move to other tech groups, or simply retire. This wave of departures has gradually reduced the number of experienced professionals capable of ensuring the transmission of the design culture that has long distinguished Apple from its competitors.

Today, the industrial design team is led by Molly Anderson, while Steve Lemay oversees software design following Alan Dye’s departure to Meta.

Even though the internal situation had stabilized in recent months, Bloomberg believes that the company now has a less robust talent pool and succession plan than during its most influential years.

A visible evolution in Apple products

For Mark Gurman, organizational changes are also reflected in the products themselves. While Apple continues to regularly update its product lines, major design shifts have become less frequent.

Product categories like the Apple Watch, AirPods, and Macs have maintained a relatively stable visual identity for several generations. This contrasts sharply with the era when Apple readily and radically redesigned the look and feel of its products at regular intervals.

This more conservative approach has allowed for the refinement of already mature designs, but it has also fueled criticism from those who miss the boldness of the Steve Jobs years.

John Ternus, the man of renewal?

In this context, John Ternus emerges as a key figure for Apple’s next decade. Currently head of hardware engineering, he enjoys a strong reputation internally and possesses in-depth knowledge of product development. According to Gurman, he could use this position to strengthen the links between the design, engineering, and software development teams .

Among the options mentioned are:

• Strengthening leadership design.
• The appointment of a senior executive dedicated to this activity.
• A better representation of design in strategic decisions.
• Closer collaboration between designers and engineers.

The goal would be to restore a culture where product innovation is not based solely on technical advances, but also on a strong creative vision.

Design remains at the heart of Apple’s DNA

During a recent internal meeting, John Ternus emphasized the importance of design in the company’s history and future. He stated that Apple will continue to place design at the heart of its strategy, considering this discipline a fundamental element of its identity .

This statement is far from insignificant. At a time when the technology industry is massively focused on artificial intelligence, services and hardware performance, Apple seems to want to remind us that a successful user experience is not limited to power or features.

A new era for Apple?

If Bloomberg’s analysis proves accurate, rebuilding the design organization could become one of John Ternus’s first major projects as the incoming CEO. Beyond a simple internal reorganization, this decision would send a strong signal: Apple would be seeking to reconnect with one of the philosophies that shaped its greatest successes. In an industry where products sometimes tend to look alike, giving more power to design could allow the brand to regain a crucial differentiating advantage.

Apple’s history has often demonstrated that groundbreaking innovation arises from the intersection of technology and creativity. The company’s next step could very well be to rebalance these two forces.