John Ternus and Tim Cook took opposite approaches to design, and both were right
One of the most famous and successful partnerships in the history of technology has been that of Steve Jobs and Jony Ive . When Tim Cook took over as CEO, he did not play the same role in working with Ive on hardware design – and that was the right decision. John Ternus is apparently taking a much more Steve-like approach to working with Apple’s design lab, and I think that too is the right call…
John Ternus and Tim Cook demonstrated contrasting approaches to design during their time at Apple, with both methods proving effective. When Cook assumed the CEO role, he adopted a less hands-on approach to design, meeting the Apple design lab only once a month. As Cook’s strengths lay in operations and people management, becoming deeply involved in design decisions might have hindered the team’s progress, particularly due to his cost-focused mindset.
In contrast, John Ternus, a hardware specialist, took on the role of head of hardware engineering before becoming CEO. He played a crucial part in the creation of the iPad and AirPods, and his oversight helped address instances where design was prioritized over usability. Ternus’s approach mirrors that of Steve Jobs, who worked closely with Jony Ive to create Apple’s most iconic designs.
Though Jobs was dedicated to slim, minimalist hardware, he also emphasized delivering an exceptional user experience. While Ive’s designs sometimes overemphasized aesthetics at the expense of functionality, Jobs stepped in to strike a balance. Ternus’s current partnership with Molly Anderson and Steve Lemay exemplifies a successful design collaboration, likely bolstered by Ternus’s input.
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