Apple Could Soon Launch Products Very Differently Than Before

Apple CEO John Ternus is reportedly restructuring the company to prioritize engineering, reduce management layers, and accelerate product launches, according to Bloomberg. Ternus, who previously headed Apple's hardware engineering division, aims to foster a leaner organization with improved communication between engineers and top executives.

Efforts to trim the number of engineering program managers (EPMs) have reportedly led to layoffs, though some affected employees have been offered opportunities to transfer within Apple. The company has also halted discussions about reducing AppleCare support roles, which could involve shifting customer service to AI agents.

Ternus intends to encourage Apple to experiment more readily and release products at a faster pace, rather than adhering strictly to the traditional spring and September launch cycles. As an example, the September 2026 event primarily highlighted three new iPhone models, while other devices will receive separate announcements.

The reorganization also includes exploring new revenue-generating services to compensate for the declining App Store growth, which has faced increasing regulatory scrutiny. Eddy Cue, the head of services, along with CFO Kevan Parekh, is leading the discussions. Ultimately, under Ternus, Apple may place greater importance on rapid hardware development, experimentation, and recurring services, rather than sticking to the earlier established product and management structure under Tim Cook.