New Apple CEO Puts Focus on Engineering

Apple CEO John Ternus is implementing a structural reorganization designed to accelerate product development and restore engineering to the core of the company’s corporate strategy. Ternus, who assumed the role on September 1, intends to diversify the product portfolio and eliminate redundant organizational layers.

Industry sources indicate that Apple may abandon traditional product launch cycles and reduce middle-management positions to facilitate more direct communication between executives and engineering teams. Ternus, formerly the Senior Vice President of Hardware Engineering, asserts that Apple must increase its pace of innovation and risk tolerance to remain competitive in the AI era, particularly as growth in the services sector decelerates.

Operational cost-cutting measures are already underway. The hardware engineering division recently reduced its management staff, including approximately six directors responsible for product scheduling. Structural changes are also being applied to teams focused on Siri, Vision Pro, and AI software development, while the Fitness+ group has seen staff reductions.

The new leadership is exploring the potential for AI to shorten development cycles and automate routine tasks. Apple maintains a substantial product roadmap for 2027, which reportedly includes camera-integrated AirPods, its inaugural smart glasses, and a comprehensive redesign of the iPhone to mark its 20th anniversary.