{"id":68220,"date":"2026-05-19T19:18:52","date_gmt":"2026-05-19T17:18:52","guid":{"rendered":"https:\/\/www.apfelpatient.de\/?p=68220"},"modified":"2026-05-19T19:19:44","modified_gmt":"2026-05-19T17:19:44","slug":"srouji-is-restructuring-apples-product-development","status":"publish","type":"post","link":"https:\/\/www.apfelpatient.de\/en\/rumors\/srouji-baut-apples-produktentwicklung-um","title":{"rendered":"Srouji is restructuring Apple&#039;s product development"},"content":{"rendered":"<p class=\"has-drop-cap\"><strong>Apple&#039;s designated Chief Hardware Officer, Johny Srouji, is tackling the structure of his new area of responsibility. The goal of the restructuring: faster product development and closer integration between chip and product teams. The biggest change concerns the Product Design department \u2013 with a three-tiered leadership structure at the top.<\/strong><\/p>\n\n\n\n<p class=\"translation-block\">With the announcement of the leadership change on April 20, it was clear that Apple was undergoing a multi-faceted restructuring under John Ternus. Johny Srouji is taking on a significantly broader role as <a href=\"https:\/\/www.apfelpatient.de\/en\/news\/johnny-srouji-will-become-apples-chief-hardware-officer\" id=\"https:\/\/www.apfelpatient.de\/news\/johny-srouji-wird-apples-chief-hardware-officer\" data-wpel-link=\"internal\" target=\"_self\">Chief Hardware Officer<\/a> \u2013 and is now using this position to restructure key areas. Mark Gurman reports for <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2026-05-19\/apple-s-new-hardware-chief-shakes-up-oversight-of-product-design?utm_medium=email&amp;utm_source=author_alert&amp;utm_term=260519&amp;utm_campaign=author_19842959\" id=\"https:\/\/www.bloomberg.com\/news\/articles\/2026-05-19\/apple-s-new-hardware-chief-shakes-up-oversight-of-product-design?utm_medium=email&amp;utm_source=author_alert&amp;utm_term=260519&amp;utm_campaign=author_19842959\" target=\"_blank\" rel=\"noreferrer noopener\" data-wpel-link=\"external\">Bloomberg<\/a> on the next steps: Srouji is distributing responsibility for product design among several people, creating a new team for platforms and partnerships, and thus more closely integrating work on Apple Silicon with the devices in which the chips are used. This restructuring fits the overarching picture of a <a href=\"https:\/\/www.apfelpatient.de\/en\/news\/apple-managed-to-keep-the-ceo-change-perfectly-secret\" data-wpel-link=\"internal\" target=\"_self\">structurally perfect CEO transition<\/a> that Apple has revealed in recent weeks.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-die-grosste-veranderung-product-design-wird-dreigeteilt\">The biggest change: Product design is divided into three parts<\/h2>\n\n\n\n<p>At the heart of the restructuring is the Product Design department \u2013 the function that translates the concepts of the Industrial Design department into production-ready devices. This responsibility previously lay with Kate Bergeron, a long-time Apple vice president. Going forward, the work will be divided among three people:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Shelly Goldberg<\/strong> is taking over product design for the Mac. Goldberg has been leading this area for Mac products for some time and will retain responsibility.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Dave Pakula<\/strong> is responsible for product design for Apple Watch, iPad, and AirPods. Pakula also brings his previous experience to the position, having led these areas before.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Richard Dinh<\/strong> remains responsible for iPhone product design. Dinh is considered a long-time Ternus confidant, which ensures continuity in this key product category.<\/li>\n<\/ul>\n\n\n\n<p>The logic behind this is clear. Apple is distributing responsibility where established structures already exist, transforming one central function into three specialized pillars. This eliminates a bottleneck where many product decisions previously converged.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-neues-team-fur-plattformen-und-partnerschaften\">New team for platforms and partnerships<\/h2>\n\n\n\n<p>In parallel, Srouji is establishing a new team called &quot;Ecosystems Platforms and Partnerships,&quot; headed by Matt Costello and Kevin Lynch. Both managers bring different but complementary areas of expertise.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Matt Costello<\/strong> heads Apple&#039;s Home and Audio Products division \u2013 which includes HomePod, Apple TV as hardware, and the related accessories.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Kevin Lynch<\/strong> heads an internal specialist team that works on robotics devices \u2013 an area that is gaining increasing importance at Apple and plays a central role in the context of the <a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/three-new-hardware-categories-for-apples-ai-push\" data-wpel-link=\"internal\" target=\"_self\">new hardware categories for the AI strategy<\/a>.<\/li>\n<\/ul>\n\n\n\n<p>Combining these two areas under one roof signals that Apple will increasingly focus on connected product experiences in the future, where hardware is no longer viewed in isolation. Smart home devices, audio hardware, and robotics share technical platforms, standards, and partnership requirements\u2014a team that consolidates this overlap makes perfect sense in this context.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-engere-verzahnung-von-silicon-und-produkt\">Closer integration of silicone and product<\/h2>\n\n\n\n<p>A second key objective of the restructuring is to better integrate Apple&#039;s Silicon teams with its product teams. In his previous role as Senior Vice President of Hardware Technologies, Srouji has earned a reputation for making Apple Silicon one of the company&#039;s most important strategic pillars. With his expanded responsibilities, he can now directly control how closely chip development is tied to the specific product architecture.<\/p>\n\n\n\n<p>In practical terms, this means that if Apple plans a new M-chip, it shouldn&#039;t be developed in a separate path and ultimately integrated into a device \u2013 but rather developed in parallel with product development decisions. This accelerates time-to-market and prevents the typical friction losses that occur when chip and product teams pursue different priorities.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-teil-eines-grosseren-hardware-umbaus\">Part of a larger hardware upgrade<\/h2>\n\n\n\n<p>The changes that have now come to light are not isolated. Bloomberg reported back in April that Srouji was dividing the entire hardware organization into five separate divisions. Today&#039;s announcement essentially details how this division is being implemented in practice \u2013 including the specific individuals who will now head each function.<\/p>\n\n\n\n<p class=\"translation-block\">From a leadership strategy perspective, this fits the overall picture. Ternus takes over as CEO on September 1st and can rely on a hardware organization that is optimally positioned for the <a href=\"https:\/\/www.apfelpatient.de\/en\/generally\/10-new-apple-products-to-mark-the-start-of-ceo-ternus\" data-wpel-link=\"internal\" target=\"_self\">upcoming product launches under his leadership<\/a>. Srouji, in turn, is shaping his expanded area of responsibility as he deems necessary for the next product cycles. Both changes are interconnected.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-was-die-umstrukturierung-uber-apples-tempo-aussagt\">What the restructuring reveals about Apple&#039;s pace<\/h2>\n\n\n\n<p>The message conveyed in the Bloomberg report is clear. Apple has faced criticism in recent years for its lengthy product development processes \u2013 the iPhone Ultra was delayed multiple times, the iPad Fold has been stuck in development iterations for years, and even Apple Intelligence only gradually delivered its promised functionality. Srouji&#039;s redesign addresses precisely this issue.<\/p>\n\n\n\n<p class=\"translation-block\">Faster development, closer integration, and greater specialization at the top \u2013 these are the three levers Apple is currently adjusting. Whether the new structures deliver on their promise will be measured by the product cycles of the next two years. Should Apple succeed in bringing the <a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/six-new-apple-product-categories-in-development\" data-wpel-link=\"internal\" target=\"_self\">announced new product categories<\/a> to market more quickly, today&#039;s restructuring will have been the quiet groundwork for that. (Image: Shutterstock \/ nepool)<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/ipad-fold-hinge-design-iphone-ultra\" type=\"link\" id=\"https:\/\/www.apfelpatient.de\/rumors\/ipad-fold-hinge-design-iphone-ultra\">iPad Fold is expected to inherit the hinge design from the iPhone Ultra<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/ios-27-grammar-shortcuts-wallpaper-new-features\">iOS 27: Grammar check, voice shortcuts and new wallpaper options<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/apple-titanium-makes-a-comeback-in-the-iphone-featuring-an-improved-alloy\">Titanium comeback in the iPhone: Apple is apparently researching an improved alloy<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/apple-watch-ultra-4-redesign-and-sensor-upgrade\">Apple Watch Ultra 4: Complete redesign and major sensor leap expected<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/apple-watch-high-blood-pressure-feature-fda-review\">Apple Watch: New high blood pressure feature is currently under review by the FDA<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/iphone-ultra-hinge-problem-slows-down-trial-production\">iPhone Ultra: Hinge problem slows down trial production<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/apple-watch-series-12-should-only-be-a-mini-update\">Apple Watch Series 12 is likely to be just a minor update<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/genmoji-in-ios-27-should-suggest-themselves\">Genmoji in iOS 27 are supposed to suggest themselves<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/new-siri-app-launches-with-beta-label-and-auto-deleting-chats\">New Siri app launches with beta label and auto-deleting chats<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/iphone-20-report-warns-of-display-image-distortion\">iPhone 20: Report warns of possible image distortion in the first edge-to-edge Display<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/apple-siri-integration-developer-provisions-concern\">Apple promotes Siri integration \u2013 developers have a specific concern<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/apple-plans-to-open-the-app-store-to-ai-agents\">Apple plans to open the App Store to AI agents<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/ios-27-siri-redesign-system-gesture-own-app\">iOS 27: Completely new Siri with its own app and system-wide search gesture<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/ios-27-liquid-glass-camera-app-customizable\">iOS 27: Apple refines Liquid Glass and makes the camera app freely customizable<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/iphone-18-pro-no-tandem-oled-display\">iPhone 18 Pro: Significantly brighter display remains a thing of the future<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/iphone-18-pro-aggressive-pricing-strategy-ram-crisis\">iPhone 18 Pro: Aggressive pricing strategy despite storage cost pressure<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/visionos-27-what-to-really-expect-from-the-apple-vision-pro-2026\">visionOS 27: What Apple Vision Pro 2026 can really expect<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/apple-watch-without-touch-id-leak-dampens-expectations-for-2026\">Apple Watch without Touch ID: Leaker dampens expectations for 2026<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/apple-vision-pro-development-continues\">Apple Vision Pro: Development continues \u2013 despite restructuring<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/safari-27-tabs-ai-grouping\">Safari 27: Tabs should group themselves using AI<\/a><\/li>\n<\/ul>\n\n\n\n<h6 class=\"wp-block-heading translation-block\" id=\"h-kennt-ihr-schon-unsere-amazon-storefront-dort-findet-ihr-eine-handverlesene-auswahl-von-diversen-produkten-f-r-euer-iphone-und-co-viel-spa-beim-st-bern\"><em>Have you already checked out our Amazon Storefront? You'll find a hand-picked selection of various products for your iPhone and other devices there \u2013 <span class=\"has-inline-color has-vivid-red-color\"><a href=\"https:\/\/www.amazon.de\/shop\/apfelpatientofficial\" class=\"ek-link\" data-wpel-link=\"exclude\" rel=\"follow noopener\" target=\"_self\"><span style=\"text-decoration: underline\" class=\"ek-underline\">enjoy browsing<\/span><\/a>.<\/span><\/em><\/h6>\n\n\n\n<h6 class=\"wp-block-heading translation-block\" id=\"h-der-beitrag-enthalt-partnerlinks\">This post contains <a data-type=\"URL\" data-id=\"https:\/\/www.apfelpatient.de\/partnerprogramm\" href=\"https:\/\/www.apfelpatient.de\/en\/partner-program\" data-wpel-link=\"internal\" target=\"_self\">affiliate links<\/a>.<\/h6>","protected":false},"excerpt":{"rendered":"<p>Apple&#039;s designated Chief Hardware Officer Johny Srouji is splitting up Product Design and creating a new team for platforms.<\/p>","protected":false},"author":2,"featured_media":68219,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"format":"standard","override":[{"template":"2","parallax":"1","fullscreen":"1","layout":"right-sidebar","sidebar":"default-sidebar","second_sidebar":"default-sidebar","sticky_sidebar":"1","share_position":"top","share_float_style":"share-monocrhome","show_featured":"1","show_post_meta":"1","show_post_author":"1","show_post_author_image":"1","show_post_date":"1","post_date_format":"default","post_date_format_custom":"Y\/m\/d","show_post_category":"1","show_post_reading_time":"0","post_reading_time_wpm":"300","post_calculate_word_method":"str_word_count","show_zoom_button":"0","zoom_button_out_step":"2","zoom_button_in_step":"3","show_post_tag":"1","show_prev_next_post":"1","show_popup_post":"1","show_comment_section":"1","number_popup_post":"1","show_author_box":"0","show_post_related":"0","show_inline_post_related":"0"}],"image_override":[{"single_post_thumbnail_size":"crop-500","single_post_gallery_size":"crop-500"}],"trending_post_position":"meta","trending_post_label":"Trending","sponsored_post_label":"Sponsored by","disable_ad":"0"},"jnews_primary_category":{"id":"25"},"footnotes":""},"categories":[25],"tags":[13],"class_list":["post-68220","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-rumors","tag-techpatient"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Srouji baut Apples Hardware-Organisation um Apfelpatient<\/title>\n<meta name=\"description\" content=\"Apples designierter Chief Hardware Officer Johny Srouji teilt Product Design auf und gr\u00fcndet ein neues Team f\u00fcr Plattformen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.apfelpatient.de\/en\/rumors\/srouji-is-restructuring-apples-product-development\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" 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Apple!\",\"publisher\":{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.apfelpatient.de\\\/en\\\/#organization\",\"name\":\"Apfelpatient\",\"url\":\"https:\\\/\\\/www.apfelpatient.de\\\/en\\\/\"},\"alternateName\":\"Apfelpatient\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.apfelpatient.de\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\\\/\\\/www.apfelpatient.de\\\/#\\\/schema\\\/person\\\/c379c185d5d95d7b02ccbd6c7bef2759\",\"name\":\"Milan\",\"logo\":{\"@id\":\"https:\\\/\\\/www.apfelpatient.de\\\/#\\\/schema\\\/person\\\/image\\\/\"},\"description\":\"Hallo und herzlich willkommen auf meinem Technik-Blog! Als gro\u00dfer Apple-Fan berichte ich hier \u00fcber alles, was mit Apple zu tun hat: von den neuesten News und spannenden Ger\u00fcchten \u00fcber hilfreiche Tipps und Tricks bis hin zu ausf\u00fchrlichen Produkttests. 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