October 1, 2026, 10:04 am | Read time: 3 minutes
According to an industry report, John Ternus is planning significant changes for Apple. The CEO took over his new role from Tim Cook in early September and now aims to make the company leaner, faster, and more innovative. The development of new products is to be shortened, and their launch brought forward. This restructuring could take years–however, the first steps are already underway.
What Exactly Is Changing?
Under Ternus, Apple is expected to move away from the rigid spring and fall events, as reported by “Bloomberg.” New devices could then be released more flexibly throughout the year instead of waiting for a fixed date. Apple’s products are also expected to become more “experimental” to keep up with the innovative competition.
Ternus is also in favor of flatter hierarchies. Middle management is to give way to direct communication between engineers and the leadership level. According to “Bloomberg,” the CEO showed slides with the planned personnel strategy in a presentation. The message: “The company must achieve more with fewer employees.”
Apple managers reportedly told “Bloomberg” that working under Ternus is “more hectic” and requires more hands-on involvement. Engineers are “pushed to deliver new products at shorter intervals and with shorter development times.”
First Layoffs Already Occurred
In the past two weeks, hardware engineering managers and directors have already had to leave their positions. They were previously responsible for coordinating schedules and teams and now must try to find new positions internally–otherwise, they face termination at the end of the year. Previously, positions in the teams for Siri, Vision Pro, AI software, and Fitness+ were cut.
Apple’s Top Employees Are Leaving
Tim Cook Steps Down: Apple to Get New CEO
Numerous New Products Planned
Before his role as CEO, Ternus led Apple’s hardware division and is therefore considered a “Product Guy.” The iPhone Duo–Apple’s first foldable smartphone–was largely developed under his leadership.
Numerous new products are planned for the coming months. A completely new smart home hub, smart glasses, an anniversary iPhone, and even a MacBook with a touchscreen–a clear break with Steve Jobs, who opposed this type of laptop operation. Additionally, successors for HomePod Mini, iPad Mini, and Apple TV 4K are planned.
Also of interest: Apple plans a fitness tracker without a display
Why the Overhaul?
This summer, Apple’s revenue forecast caused a stir on the stock market. Growth in the services sector, in particular, fell significantly short of expectations. Ternus is therefore considering introducing new services and looking for ways to generate more revenue from existing products. Planned budget growth cuts and reduced marketing expenses are also planned. No major increase in personnel is anticipated.