John Ternus, Apple’s newly appointed CEO, has reaffirmed the company’s long-standing commitment to design, insisting that it remains central to Apple’s identity — even as the world pushes deeper into AI and new technologies. In a recent interview, he emphasized that crafting products that serve users well — with beauty, purpose, and a touch of playful surprise — continues to be “job one.”
Design as Core, Not Afterthought
With a quarter-century of service at Apple — initially in mechanical engineering and now at the helm — Ternus is deeply involved in the intersection of hardware, software, and industrial design. He highlighted that Apple’s designers understand engineering, and engineers deeply appreciate design. That “powerful collaboration” fuels Apple’s process, ensuring every device doesn’t just function, but delights.
Ternus pointed to Apple’s work on the upcoming iPhone Duo, a product 15 years in the making, as an example of this philosophy. It’s being built to embody usefulness without sacrificing playfulness — proof, he says, that even the most serious products can have elements of whimsy. He stated the company’s design approach evolves with each new technology, but the core way of working should stay consistent.
Balancing Innovation, Ethics, and User Respect
In his discussion, Ternus also touched on Apple’s broader priorities beyond aesthetic and functional design — including child safety and digital wellbeing through tools like Screen Time. He reaffirmed that respect for the user remains essential, especially in a time where pushing boundaries is often confused with compromising privacy or accessibility.
Interestingly, Apple still hasn’t joined the fray of developing its own “frontier” AI models. Ternus suggested that the company doesn’t feel compelled to do everything itself or chase after every hype trend. He subtly pushed back against catering to extreme or fringe expectations, framing Apple’s path as focused, user-centric, not opportunistic.
Demand Outstrips Supply
Apple is set to begin shipping the iPhone Duo on October 23. While those who preordered are in line for delivery, demand has been described as extraordinary, and anyone placing a new order today likely won’t receive theirs until the end of January 2027.
Ternus remains clear: no matter how tech evolves, Apple’s soul lies in blending design, empathy, and surprise. That’s not just what sells products — he believes it’s what builds trust and keeps the brand relevant.
Analysis: Ternus’s remarks carry weight beyond the usual CEO rhetoric. At a moment when many in tech are racing to outdo each other in AI model size or compute power, Apple is signaling that product excellence still lies in how things work and feel. The emphasis on design — and the rare nod to whimsy — suggests Apple is pushing back against a homogenization in tech. What to watch: how Apple continues to deliver this mix as AI features proliferate and consumers demand not just functionality but soul in their devices.
