Right ahead of iPhone Duo sale, Apple CEO John Ternus has stated that design will remain a core part of the company’s approach to product development. In a recent interview with TIME, Ternus discussed his continued involvement with Apple’s design teams following his appointment as CEO. A video of the interview was published on Tuesday, offering more details about Ternus’ priorities and his views on Apple’s design philosophy. The executive, who joined Apple 25 years ago, began his career working with the company’s product design team and has a background in mechanical engineering.
Ternus stated that Apple’s approach to design relies on collaboration between designers and engineers from the earliest stages of product development. Instead of treating design as a separate step before engineering begins, the company brings both teams together to work on products.
He also talked about how Apple’s hardware and software designers understand the engineering behind their ideas, while engineers also appreciate the role of design in shaping the final product. According to Ternus, this relationship has been a defining part of Apple’s working culture.
On being asked about how Apple’s approach to design will evolve in the future, Ternus acknowledged that products and the opportunities presented by new technologies would continue to change. However, he expressed a desire to preserve the company’s existing approach to collaboration and product development.
He also stressed that building useful products and respecting customers would remain among Apple’s key priorities and will not change. His comments suggest that the company intends to maintain its established design principles even as technology and consumer expectations evolve.
The statements come at a time when Apple recorded an overwhelming response to the iPhone Duo. Company’s first foldable device has got massive number of pre-orders with the estimated delivery date now moving to 2027. And those who managed to pre-order on time will start getting deliveries starting October 23.