John Ternus has taken the helm at Apple, succeeding Tim Cook, and vows to double down on the company’s design engine. Bloomberg reports he will keep steering the design division while acting as CEO, a move that signals a return to the hands‑on leadership style of past product pioneers.

Ternus’s takeover follows his January 2026 takeover of the design team, a departure from Cook’s more detached approach. He told staff that design remains the core of Apple’s identity, insisting that the company will continue to deliver truly incredible design to customers.

Under Ternus, the first products to roll out will be the iPhone 18 lineup in September 2026, marking the 20th anniversary of the original iPhone. The lineup may include a new iPhone Fold and AirPods equipped with cameras, though those variants are still in testing.

The shift places Apple back in a product‑first mindset, contrasting Cook’s tenure and aligning with the company’s historical emphasis on design excellence. The new leadership will shape the next generation of Apple hardware, affecting both consumers and the broader tech ecosystem.