Under Jony Ive, Apple shipped a lot of beautiful-looking products. It’s safe to say that Ive helped Apple create some of its most iconic and recognizable products. But now under the leadership of the new Apple CEO, John Ternus, he wants to make product design a priority again.
Apple CEO wants product design to be a priority
According to a report from Bloomberg’s Mark Gurman, one of the things Ternus is pushing for is to make Apple product design a priority again. This isn’t to say Apple hasn’t shipped beautiful products in recent years, but it seems that Ternus wants to try and make them look even better.
In his Power On newsletter, Gurman said, “Ternus already had some involvement with the design studio as Apple’s head of hardware engineering, given the close coordination required between the two functions. Since becoming CEO, however, he has immersed himself in the industrial design and human interface teams.”
Gurman also revealed that Ternus has been extremely hands-on since assuming leadership. Compared to former CEO Tim Cook, who visited Apple’s design studio once a month “at most,” Ternus is reportedly making trips several times a week. It even goes up to multiple times in a single day. So it is clear that under his leadership, Ternus is pushing for design to become a priority.
History repeating itself
It’s quite ironic to see this shift in priorities. Like we said earlier, while Ive led Apple’s design in the past which resulted in beautiful products, he also sacrificed function for form. This includes making products as thin as possible, impacting thermals of devices like the MacBook Pros.
Then there’s the Magic Mouse 2, which looks incredibly sleek and beautiful. But until today, we still find it hard to get over how the charging port is located underneath the mouse, effectively rendering it useless while charging. Then there was also the MacBook’s “butterfly” keyboard. Due to its design, small specks of dust or crumbs could render it useless.
What’s ironic is that Ternus also had a role in the “butterfly” keyboard. So you would think he’d have learned his lesson. But maybe he has. Either way, we’ll have to wait and see what this new shift looks like for future Apple products.
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