# John Ternus Discusses His Hands-On Approach to Apple Design Teams Apple CEO John Ternus highlights the deep integration between engineering and design culture. - **Source:** [9to5Mac](https://brifing.si/source/59447403-ce5b-427c-8132-8614f549929a) - **Published:** 2026-10-20 - **Topic:** [Leadership](https://brifing.si/c/leadership) - **Original article:** - **On Brifing:** https://brifing.si/s/d37eb604-eeae-483b-834a-f5808086ceb3 ## Ternus Assumes CEO Role John Ternus officially transitioned into the CEO position at Apple last month. Following his appointment, reports emerged regarding his significant time spent working directly with internal design teams. This shift in leadership focus highlights his commitment to maintaining the company's long-standing emphasis on design-led product development during this new executive era. ## Engineering and Design Synergy Ternus identifies as a mechanical engineer by professional background, which informs his perspective on product creation. He emphasizes that the relationship between industrial designers and engineers is foundational at Apple. This collaborative dynamic ensures that technical constraints and aesthetic goals are aligned from the very beginning of the development cycle. ## Rejecting Siloed Development Models The CEO explicitly rejects the traditional 'throw it over the wall' methodology where designers hand off sketches to engineers. Instead, Apple utilizes a model where software and hardware teams collaborate concurrently. This integrated approach prevents the isolation of design functions, ensuring that engineering feasibility is considered throughout the entire creative process. ## Design as a Core Pillar Ternus reiterates that design remains at the absolute center of Apple's corporate identity. He notes that designers possess a deep understanding of engineering principles, while engineers maintain a profound appreciation for design aesthetics. This mutual respect creates a powerful environment that facilitates the creation of complex, high-quality consumer hardware and software. ## Historical Collaboration Context While media reports suggest a new level of hands-on involvement, Ternus clarifies that he has worked closely with industrial designers since his early days at the company. His current leadership style is not a departure from his previous roles, but rather a continuation of established cross-functional workflows that define Apple's internal culture. ## Operationalizing Design Priorities By prioritizing design in his executive agenda, Ternus signals that Apple will continue to resist the trend of separating creative vision from technical execution. This strategic alignment is critical for maintaining the company's competitive edge in hardware, where the intersection of form and function dictates the success of every new product release. ## The Role of Mechanical Engineering Ternus's background as a mechanical engineer provides a unique lens for managing design-heavy teams. By understanding the physical limitations and manufacturing realities of hardware, he can effectively bridge the gap between abstract design concepts and tangible production. This technical literacy is a key asset in his current oversight of Apple's product roadmap. ## Future Leadership Implications The focus on design collaboration under Ternus suggests that Apple's organizational structure will remain highly centralized around product excellence. As the company navigates new technological landscapes, this emphasis on deep, early-stage integration between engineering and design will likely remain the primary mechanism for delivering consistent, high-quality user experiences across all product lines. ## Sources covering this story - https://9to5mac.com/2026/10/20/john-ternus-talks-his-involvement-with-design-teams-at-apple/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._