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As John Ternus prepares to transition into the role of Apple CEO, reports indicate that his primary mission is to revitalize the company’s design department. Over the last decade, the firm's creative influence reportedly waned as operational efficiency and supply chain management became the dominant corporate priorities. To reverse this trend, Ternus aims to restore design to its status as a core strategic pillar, filling leadership voids left by high-profile departures. This internal restructuring coincides with an ambitious product roadmap featuring innovations like foldable iPhones, smart glasses, and AI-integrated wearables. Ultimately, the new leadership seeks to ensure that aesthetic excellence remains the defining characteristic of Apple's future hardware. While some analysts question if such a drastic reset is necessary, Ternus maintains that superior design is the essential engine for the brand's continued success.