The number 1 priority of the new Apple CEO: reforming the design team and re-prioritizing design.

According to Bloomberg's Mark Gurman, John Ternus' number 1 priority when officially becoming Apple CEO on September 1, 2026 is to restructure and restore strength to the company's design team. After more than 10 years of decline since Jony Ive left, Apple's industrial design department has gradually lost its position and cohesion.

Reasons why the design team is weak:

John Ternus – who has quietly taken over design supervision since late 2025 – is expected to change the situation. He is a 25-year veteran at Apple, having led hardware engineering for iPhone, Mac, iPad, AirPods and Apple Watch. Apple is preparing an ambitious product roadmap for 2027-2028, including:

Gurman: "Design used to be the soul of Apple. Now the new CEO needs to put it back at the center so that products are not only smart but also truly beautiful and different." Summary: Bloomberg, 9to5mac Please watch the video where I talk about Apple Watch, a product that shows the decline in Apple's industrial design: