Apple’s Ternus outlines user-focused approach to design and AI
In a TIME interview, Apple’s CEO cited playful iPhone Duo features and personalized AI experiences as examples of the company’s priorities.
Apple CEO John Ternus said the company judges product design by how it benefits users, allowing room for playful touches while rejecting ideas that distract. Speaking in a video interview with TIME, he also described personalization as a focus for Apple’s AI work.
Ternus cited an animation shown as the iPhone Duo’s inner display opens. Although it has no practical function, he said, it can make using the device more satisfying. He described teams working together to decide which ideas improve a product.
Another example was Kids Cue, a feature that puts Peanuts characters, including Snoopy, on the phone’s outer screen to help direct a child’s attention toward the camera for a photo. Ternus said the different hardware gave teams scope to try new ideas.
On AI, Ternus said users should be able to value a feature without knowing which technology enables it. He identified experiences tailored to individuals, using information available on their phones, as a particular area of interest, alongside opportunities to improve products and create new ones.
Ternus, who has a mechanical engineering background, also emphasized cooperation between designers and engineers. He said he wants to preserve Apple’s working methods as its products evolve with new technologies.
