According to the report, Ternus first received the call to take on the hardware design late last year. This puts Turnus in a position to oversee both hardware and software, providing a test case to see what direction he can take the company – and see how the public reacts to it. (It doesn’t seem like he’s responsible for the widely ridiculed “Liquid Glass” update, so if he can figure out how to fix it, he’ll be off to a great start.)
Turnus has been gaining momentum as a potential Cook successor for some time. Earlier this month, The New York Times profiled him and documented some of his time at Apple, which he joined in 2001. It highlighted Turnus’ idea of adding a small, photo-enhancing laser to high-end iPhones rather than all devices because fanatics would be willing to pay for it, while the average consumer wouldn’t care.
It appears that Ternes will be a hands-on CEO, following more closely in Cook’s footsteps than Steve Jobs’ vision-driven approach. A former Apple employee told the Times, “If you want to make an iPhone every year, Turnus is your guy.” Of course, this won’t be music to those who believe that Apple’s design approach has stagnated over the years and that the company has lost some of the shine that Jobs was able to bring by introducing devices like the iPhone and iPad.
Bloomberg notes that the role Turnus has been cast in suggests a springboard to CEO-ship, but it’s no guarantee that serving as design overlord will land you the top spot. Jony Ive remained in the position for years before ultimately departing from Apple in 2019, apparently due to frustration that the company stopped emphasizing innovation and began focusing on profit-making replica designs. Jeff Williams most recently held the position, but he retired last year and is about the same age as Cook, so he was not in line for the promotion.
We’ll have to see if Turnus becomes the heir to Apple’s throne. But it definitely seems like he is being given a chance in this for the first time.
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