Apple CEO John Ternus believes good product design should make technology easier to use, but not every feature needs a practical purpose.
In an extended video interview, Ternus discussed how Apple balances functionality with small design touches that simply make its products more enjoyable.
When asked how Apple decides whether a feature genuinely improves a product or merely draws attention to itself, Ternus explained that design teams evaluate ideas together and eliminate anything that feels unnecessary or distracting.
Still, he believes there’s room for features that exist primarily to make people smile.
“Sometimes you just want a little whimsy,” Ternus said, pointing to the animation that plays when users open the iPhone Duo’s inner display.
The animation adds no functionality, but it makes unfolding the device feel more satisfying, a design decision Ternus considers worthwhile.
How the iPhone Duo Is Influencing Apple’s Design Thinking
Apple’s first foldable iPhone has given its designers opportunities to experiment with features that weren’t possible on traditional iPhones.
One example is Kids Cue, which displays Peanuts characters such as Snoopy on the Duo’s outer screen to attract a child’s attention while taking photos.
Ternus sees these playful additions as a natural result of exploring an entirely new product category.
His approach also reflects his engineering background. Before becoming CEO in September, Ternus spent years working closely with Apple’s industrial design teams, an experience that continues to influence how he oversees product development.
“I think what’s so special about this place is design is at the center of it,” he said.
He emphasized that Apple’s designers understand the engineering behind their ideas, while engineers have an equally strong appreciation for design. That relationship, he believes, is central to how the company develops its products.
Why Apple Doesn’t Want AI to Feel Like AI
Ternus applies a similar philosophy to artificial intelligence, arguing that users shouldn’t need to think about the underlying technology to appreciate what it does.
Rather than making AI itself the attraction, Apple wants to use it to improve existing experiences and introduce capabilities that feel natural.
Personalization is a particular focus, especially features that can use information already stored on someone’s iPhone to provide more relevant assistance.
The comments follow reports that Ternus has taken a more hands-on role in Apple’s design process since succeeding Tim Cook on September 1, reportedly visiting the company’s design studio several times a week.
Despite the leadership change, Ternus says he wants to preserve the collaborative culture that has shaped Apple’s products for decades.
“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.”
The full interview also touches on Apple’s parental controls and Ternus’s interest in motor racing. Meanwhile, the iPhone Duo is scheduled to reach stores Thursday, October 23.
