Apple is reportedly preparing for a shift back toward design-led product development under incoming CEO John Ternus, after years in which operations and finance gained greater influence following the departure of Jony Ive. Ternus has been working closely with Apple's industrial design team and wants to restore its authority, reflecting a philosophy closer to the era when design played a dominant role in shaping Apple's products. He is expected to become the public face of major hardware launches, including Apple's upcoming foldable iPhone, and has emphasized that Apple products should remain among the most beautifully designed items customers own.