Apple May Accelerate Product Launches Under New CEO John Ternus

NEW YORK: (News Desk) – Apple could begin launching products more frequently as new Chief Executive Officer John Ternus seeks to accelerate the company’s product development process, according to a report by Bloomberg.

Ternus, who took over as Apple’s chief executive earlier this month following Tim Cook’s departure, has reportedly indicated that the company needs to move faster, experiment more and introduce products outside its traditional spring and autumn launch schedule.

The potential changes are aimed at helping Apple remain competitive as artificial intelligence (AI) becomes an increasingly important focus across the technology industry.

According to Bloomberg, Ternus wants to shorten parts of Apple’s product development process and reduce the number of management layers separating senior executives from engineering teams.

If implemented, the changes could enable Apple to introduce products more frequently instead of concentrating major launches around its two biggest annual events. However, the transition is expected to take time, given the company’s long-established development procedures.

In the near term, Apple is expected to continue following its existing product roadmap. The iPhone 18, iPhone 18e and iPhone Air 2 are reportedly planned for launch next spring.

Management Structure Under Review

Another potential change involves streamlining management and improving communication between senior leadership and engineering teams.

Bloomberg reported that several engineering programme managers have recently been dismissed and given a limited period to find alternative roles within the company.

The reported moves come amid broader cost-cutting efforts at Apple, including reductions involving its Siri and Vision Pro teams.

The company has also reportedly maintained or reduced budgets and headcount increases across some divisions, while certain teams have been instructed to cut marketing expenditure.

AI Pressure Drives Push for Faster Development

Ternus’s reported push for faster product development comes as Apple faces growing pressure to strengthen its artificial intelligence capabilities.

The company has been investing in AI while working to integrate the technology into products and services across its ecosystem.

Bloomberg’s report suggests that Ternus wants Apple to adopt a more flexible approach to developing and launching products. However, it remains unclear how quickly the proposed changes will affect the company’s release schedule or result in new devices.