Apple is making a significant organizational change as its legendary design team will now report directly to CEO Tim Cook, following the upcoming retirement of Chief Operating Officer Jeff Williams. This marks a rare structural shift for the company, as Apple embarks on a new era of product design—most notably with the forthcoming iOS 26 and the highly anticipated 20th anniversary iPhone.
Leadership Transition
Historically, Apple’s design team has reported to senior executives with deep operational or design backgrounds. After Jony Ive’s departure in 2019, Evans Hankey briefly led the team before the responsibility shifted to Jeff Williams in 2023. With Williams set to retire later this year, Apple’s design group will now be under Cook’s direct oversight. Williams’ other operational duties will be handed over to Sabih Khan, Apple’s current Senior Vice President of Operations.
In a statement, Cook praised Williams for his pivotal role in shaping Apple’s global supply chain, launching the Apple Watch, and guiding the design team through recent years. Williams, in turn, expressed confidence in Sabih Khan’s leadership for Apple’s operations.
What’s Next for Apple Design?
The timing of this change coincides with Apple’s most ambitious design overhaul in years. iOS 26, announced recently, introduces the new “Liquid Glass” aesthetic—described as the most radical redesign since iOS 7. Additionally, Apple is rumored to be developing a special iPhone model for the device’s 20th anniversary, featuring a “mostly glass” construction.
While it remains unclear how hands-on Tim Cook will be with design decisions, the move signals Apple’s intent to keep design at the forefront of its product strategy. Unless Cook adopts a more direct, micromanagement style, industry watchers expect continuity and stability for Apple’s design philosophy.
Industry Impact
Apple’s design has long set the standard in consumer electronics, blending aesthetics and functionality in ways that have defined entire product categories. With Cook now overseeing the creative direction, the industry will be watching closely to see how Apple’s next wave of devices evolves under his leadership.