Apple’s design department is undergoing a major transformation. The design team, one of the company’s most critical business lines, will report directly to CEO Tim Cook following the retirement of COO Jeff Williams at the end of the year. This strategic move further underscores Apple’s commitment to software and hardware integration, while the new “Liquid Glass” design language ushers in a radical aesthetic shift.

Design Under Tim Cook’s Control

Following the long-awaited retirement of Apple’s operational leader, Jeff Williams, the management structure of the company’s design team is undergoing a radical overhaul. The design unit, which reported to Williams, will now be under his direct supervision. This change reflects Cook’s personal commitment to and vision for product development and design processes.

Following the departure of former Apple Chief Design Officer Jony Ive in 2019, the design leadership role was split between Alan Dye, head of human interface design, and Evans Hankey, head of hardware design. Both reported to Jeff Williams at the time. However, with Hankey recently leaving Apple to join OpenAI’s design team, the leadership vacuum in the design department has become even more pronounced. This latest news demonstrates Tim Cook’s desire to personally guide the company’s design DNA.

The Liquid Glass concept is rumored to extend beyond software and will also be reflected in Apple’s hardware strategy. According to information from Bloomberg’s Mark Gurman, the 20th-anniversary iPhone, codenamed “Glasswing,” expected to be released in 2027, is expected to embody this design philosophy. This model is claimed to feature thin bezels, curved glass edges on all sides, and no bezels on the screen.

This unified approach aligns with Apple’s vision for the future. The rumored “thin iPhone Air,” foldable iPhone, potential smart home displays, and smart glasses are all likely to further enhance Liquid Glass’s integration of hardware and software in entirely new device types.

Tim Cook’s appointment as the design helm and the introduction of a bold design language like Liquid Glass signal that Apple will make significant strides in both software and hardware in the coming years. These moves reaffirm the company’s commitment to innovation and aesthetic excellence, and the tech world will be watching Apple’s next-generation products and experiences.