Bloomberg's Mark Gurman reports that incoming Apple CEO John Ternus plans to reinvigorate the design team's role within the company's executive structure. During Tim Cook's tenure, design influence reportedly diminished after Jony Ive's departure, with oversight shifting to former COO Jeff Williams and finance/operations gaining greater control over product direction.

Under Steve Jobs, Ive wielded significant operational power, essentially dictating product roadmaps from the top down. That dynamic disappeared after Ive left, leaving Apple without a senior design role for an extended period. Gurman notes that many believe the company demoted design below its operations division in recent years, marking a stark contrast to the Jobs era approach.

Ternus has already spent considerable time with the industrial design group ahead of his September 1 transition. He emphasized preserving what makes Apple products special, stating that customers' most beautifully designed possessions are Apple devices. The incoming CEO will debut the rumored foldable iPhone at a fall media event.

This leadership change signals Apple's recognition that design differentiation matters more than ever in a saturated smartphone market. Ternus faces the challenge of balancing operational efficiency with the creative vision that once defined the company's product identity.