Key takeaways
- Apple’s new CEO John Ternus reportedly plans to overhaul the company to run “faster and leaner”, with more products released throughout the year.
- According to Bloomberg, Apple has cut a number of engineering program managers, and Ternus wants fewer layers between engineers and top executives, plus more services revenue.
- Our view: we are worried. The things that made Apple special, patience, polish and the big launch moments, could be the first casualties.
John Ternus, Apple’s new CEO, wants to overhaul the company. According to a new Bloomberg report, the man who took over from Tim Cook on September 1 plans to make Apple faster, leaner and more experimental: more products, released throughout the year, with fewer managers and more pressure to deliver.
On paper, it sounds like energy and ambition. Honestly, reading it made us angry. Here is what Ternus reportedly plans, and why we fear Apple could lose the very things that made it Apple.
In this article: What Ternus plans · The end of the launch magic? · Faster vs. perfect · People out, AI in · More money from services · Better or worse? · FAQ
What John Ternus plans for Apple
Ternus joined Apple in 2001 and led hardware engineering before being named CEO in April. He officially took over on September 1, with Tim Cook moving to executive chairman. Now, according to Bloomberg, he is moving quickly.
- More products, all year: less reliance on the traditional spring and fall launches, and a more experimental approach.
- A leaner organisation: removing some middle-management layers so engineers are closer to senior executives. Apple has reportedly let go of a number of engineering program managers in the past two weeks, including around half a dozen directors. They have a few weeks to find other roles inside Apple.
- Fewer people, more output: Ternus has long argued that Apple should hire fewer people and ask more of its existing engineers.
- AI and support: the report also mentions AppleCare support jobs and the idea that AI agents could handle some of that work, although the details of that plan are not fully clear.
- More services revenue: new services and more revenue from existing ones.
One insider described the mood inside Apple as “hectic”, with teams pushed to deliver more products, more often, on shorter timelines.
The end of Apple’s launch magic?
For years, spring and fall meant one thing: an Apple event was coming. We always knew something interesting would be shown, something almost everyone would end up owning. Even when the upgrades were minor, the magic was always there. People prepared for it. Some even saved money in advance.
If Apple starts releasing products throughout the year instead, we are afraid that feeling disappears. The anticipation, the build-up, the small euphoria of a keynote day could simply fade into a steady stream of announcements.
Faster vs. perfect: the contradiction
We have said it many times on this site: Apple takes its time because it wants to be sure its products work as well as possible, and that is why they are so polished. That patience is exactly what Ternus seems ready to trade for speed.
The faster Apple releases products, the more we fear it will lose its magic. Can any company release the very best products at that pace? We honestly doubt it. And this frustrates us: many people criticised Tim Cook for being focused on money. We expected a hardware engineer to be different. Instead, these plans look even more commercial, and that is a real disappointment.
We were not against an engineer running Apple. We even thought it could be better. Now, we are no longer sure.
People out, AI in?
This is the part that makes the least sense to us. People today want more freedom at work, not more pressure. Cutting staff and giving the remaining people even more work is a risky combination. We believe the best and smartest employees will simply walk away, and that could create real chaos inside Apple.
The idea of AI agents in customer support makes us genuinely angry. AI is a useful tool, but we do not want to pay a small fortune for an Apple device and then, when something goes wrong, talk to a robot because the company wanted to save money on the people who used to help us. To us, that feels like madness.
More money from services
Squeezing more revenue out of services is, for us, the most frustrating part of all. Apple’s services are already far from the cheapest on the market. Customers are already juggling subscriptions everywhere. Asking them to pay even more is not a strategy we can get excited about.
Will Apple be better or worse?
| Change | Our worry |
|---|---|
| Products all year | Less anticipation, less “wow” |
| Faster development | Less polish, more bugs |
| Fewer managers, more work | Talented people leaving |
| AI in support | Worse help for paying customers |
| More services revenue | Higher costs for users |
Ternus could still surprise everyone. He might do something nobody expects and build an even better Apple. But judging by these first steps, we believe the Apple we have known is about to change completely. In three years, it will probably be a different company. Different might even mean better, but right now, this news makes us worried that Apple is heading in the wrong direction. Only time will tell.
If Ternus wants to move faster, we know where he should start: make Apple’s headsets lighter and more useful, and stop waiting years, because the competition is moving quickly.
John Ternus and Apple FAQ
When did John Ternus become Apple CEO?
He officially became CEO on September 1, 2026. Apple announced the move in April.
What happened to Tim Cook?
Tim Cook became Apple’s executive chairman after 15 years as CEO.
What changes is Ternus planning?
According to Bloomberg: more products throughout the year, a leaner organisation with fewer management layers, and more revenue from services.
Will Apple stop holding spring and fall events?
Not necessarily, but the report says Apple wants to rely less on that schedule and release more products throughout the year.
Sources: Bloomberg (via 9to5Mac), CNBC, ABC News, Al Jazeera.
