Will iPhone Design Undergo a Major Change?... Turnus, Apple's New CEO, Focuses on Design Innovation

John Turnus: "Design Is at the Heart of Apple"

Design Innovation Expected for the 20th Anniversary iPhone Model

There are growing expectations that Apple will accelerate design innovation under the leadership of its next CEO, John Turnus.

iPhone design expected to be released to commemorate the 20th anniversary of the iPhone. MacRumors.

On June 21 (local time), international media outlets such as Bloomberg reported that CEO Turnus is expected to reorganize Apple’s design division. This would mark a shift back to product design and innovation, moving away from the Tim Cook era, which focused on supply chain and operational efficiency.

In a recent internal meeting, CEO Turnus reportedly emphasized strengthening Apple's design capabilities, stating, "Design is at the heart of Apple, and we will focus on it going forward." Since last year, CEO Turnus has been overseeing the design team and reviewing the entire organization.

Apple's design team, under Steve Jobs and former chief designer Jony Ive, played a central decision-making role by designing major products such as the iMac, AirPods, iPhone, and iPad. However, after Jony Ive left the company at the end of 2019, Apple placed the design team under Chief Operating Officer Jeff Williams, reinforcing a management approach that prioritized supply chain and production efficiency.

During this period, the influence of the design team diminished, and the pace of product innovation slowed. Apple’s main product lines underwent incremental improvements, such as computer-aided design, material selection, and color options, rather than significant external changes.

Under the Turnus administration, it is expected that Apple will differentiate itself by focusing on hardware experiences and design innovation powered by AI, rather than just developing its own AI models. Apple is reportedly considering introducing a deep red color as the signature color for the iPhone 18 Pro model, which is scheduled for release in September this year. This would be the first time a red color is featured in the Pro lineup since the "Product Red" version introduced with the iPhone 14.

In particular, the iPhone model scheduled to launch in 2027 to commemorate the 20th anniversary of the iPhone is likely to become a symbol of Apple’s design innovation. The device is expected to feature a "full-screen" design with bezels eliminated on all sides and curved edges on all four sides, resembling a piece of glass—hence the nickname "all-glass design." Apple is reportedly exploring technologies to conceal the Face ID sensor and front-facing camera beneath the display, which are currently located at the top of the device. There are high expectations that this will be a major design change, following the removal of the home button in the iPhone X series in 2017.

This content was produced with the assistance of AI translation services.