Business · Companies · 5 hrs ago
Apple CEO John Ternus Says User Experience Guides Product Design
Apple CEO John Ternus says user experience guides design decisions across the company.
He said teams weigh whether an idea makes a product better and set aside choices that are frivolous or distracting.
Some playful details can still improve how a product feels, even if they do not serve a practical purpose.
Ternus pointed to an animation on the iPhone Duo’s inner screen and Peanuts characters that help draw a child’s attention to its camera.
He said AI should help improve products without demanding users understand the technology behind a feature.
Ternus said Apple’s designers and engineers work closely together, and he wants that way of working to continue as products and technologies evolve.
Apple CEO John Ternus says improving the user experience guides the company’s product design decisions.
He said Apple teams weigh whether ideas make products better for users and set aside ideas that are frivolous or distracting.
Ternus said design can also include playful details, such as an animation on the iPhone Duo that has no functional purpose but can make using the device more satisfying.
He described design and engineering as a close collaboration and said Apple’s designers understand engineering while its engineers appreciate design.
Ternus said he wants Apple’s way of working to remain consistent as products and technologies evolve.
- Who
- Apple CEO John Ternus.
- What
- He discussed how user experience, design and engineering guide Apple’s product decisions.
- When
- The video version of a TIME interview was released Tuesday; the articles were published October 20 and 21, 2026.
- Where
- The interview was published by TIME. The sources do not state where it was recorded.
- Why
- Ternus was asked how Apple distinguishes useful design choices from ones that merely attract attention.
This story does not have two clearly opposing sides.
TIME published an interview with Ternus.
TIME released the video version of the interview, with additional discussion about design.
AppleInsider published its report on Ternus’s comments.
MacRumors published its report on the interview.
- Speaker
- John Ternus, Apple CEO
- Interview outlet
- TIME
- Video release
- Tuesday
- Featured device
- iPhone Duo
- Design principle
- Improving the user’s experience guides Apple’s design decisions
3 sources
What people are saying
Sometimes you just want a little whimsy
Design has always been at the core of this company, and I think our respect for the user and for building products that are helpful and beneficial to people — that is job one,
It's a really powerful collaboration
The opportunities in the products, that stuff will change. It'll evolve as it does as new technologies come, but the way we work, I don't want that to change.