Apple is reportedly undergoing an internal review under new Chief Executive Officer John Ternus, with the company considering changes aimed at speeding up product development, reducing management layers and making its operations more focused on engineering.
Ternus became Apple’s chief executive on September 1, 2026, succeeding Tim Cook after Cook spent 15 years as CEO. Before taking the top position, Ternus led Apple’s hardware engineering organisation and was involved in the development of several major Apple products. His background in hardware engineering is now shaping the early direction of his leadership, according to reports.
Bloomberg reported that Ternus wants Apple to develop and introduce products more quickly. One of the ideas under consideration is reducing the company’s dependence on its traditional spring and autumn product launch schedule. Instead, Apple could introduce products at more points during the year.
The reported strategy would represent a change in the way Apple traditionally builds anticipation around major product launches. The company has generally concentrated important announcements around major events, including its annual developer conference and autumn iPhone launches. However, the reported internal discussions suggest that Ternus wants Apple to become more experimental and respond more quickly to changes in the technology industry, particularly as artificial intelligence continues to reshape the market.
The reported changes are not limited to product launches. Ternus is also looking at Apple’s organisational structure and the number of management layers between engineers and senior executives.
According to Reuters’ summary of the Bloomberg report, Apple is considering eliminating some middle-management positions. The objective is reportedly to reduce organisational layers and create a more direct connection between engineering teams and senior leadership.
Apple’s hardware engineering division has already begun removing some engineering programme management positions, according to the reports. These employees traditionally help coordinate development schedules, teams and product timelines. Several programme managers have reportedly been dismissed from their existing positions, including around half a dozen employees at director level.
Affected employees have reportedly been given a period of time to find other positions within Apple. Those who are unable to secure another internal role could leave the company later this year. The reports do not establish a company-wide target for engineering programme manager reductions.
Other parts of Apple have also reportedly experienced smaller staffing reductions. Reports have mentioned teams working on Siri, Vision Pro, artificial intelligence software engineering and Fitness Plus. Some of these changes have reportedly been linked to performance or project priorities rather than a single company-wide layoff programme.
The developments have drawn attention because they come soon after Ternus took over as CEO. His approach reportedly places greater emphasis on doing more work with existing employees while reducing organisational complexity.
Another major part of the reported restructuring involves AppleCare. During the summer, Apple reportedly considered eliminating around 5,000 AppleCare customer-support positions and using artificial intelligence agents to handle some of the work currently performed by human support employees.
That proposal is now reportedly on hold. NDTV Profit, citing Bloomberg, reported that Apple abandoned or paused the planned reduction of around 5,000 AppleCare jobs as part of the broader organisational review. This means the reported 5,000-job reduction should not be described as a confirmed ongoing layoff programme.
Apple has already been testing artificial intelligence in customer support. Reports indicate that customers contacting Apple support in the United States and Canada can encounter a generative AI-powered assistant that provides troubleshooting assistance. The system can reportedly transfer customers to human AppleCare advisers when additional help is required.
The proposed reduction would therefore have represented a much larger expansion of AI-based support. However, with the plan currently on hold, there is no confirmed announcement that Apple will eliminate those 5,000 positions.
The reported AppleCare decision comes alongside other efforts to control costs. Bloomberg reporting cited by Reuters indicates that Apple is reviewing budgets and headcount while also looking for additional revenue opportunities. Some planned budget increases for 2027 have reportedly been reduced, while marketing spending has also faced cuts.
The changes also come as Apple faces a technology industry increasingly shaped by artificial intelligence. Companies across the sector are investing heavily in AI infrastructure, software and services, while also looking for ways to use AI internally to automate repetitive tasks and improve productivity.
For Apple, the challenge is particularly significant because the company has historically followed a carefully controlled product development process. Its major hardware releases often involve long development cycles, extensive testing and coordinated launches. Moving toward a more frequent release schedule could require changes to those established processes.
However, the reported changes do not mean Apple has officially abandoned its existing spring and autumn launch events. The reports describe internal plans and discussions rather than a confirmed new product-release calendar. Apple has not publicly announced that it will replace its established launch strategy.
There are also several products reportedly in development that could contribute to a broader product pipeline. Reports have mentioned future devices including camera-equipped AirPods, smart glasses, touchscreen Mac products and a special iPhone associated with the device’s 20th anniversary. These products and their reported timelines should be treated as reports unless Apple officially announces them.
Ternus’s reported organisational strategy also reflects his previous role within Apple. During his time leading hardware engineering, he reportedly argued for greater productivity from existing engineering teams and fewer unnecessary organisational layers. His current approach appears to extend some of those principles to the wider company.
At the same time, Apple has not publicly confirmed all of the details reported about the internal restructuring. Reuters reported that Apple did not immediately respond to its request for comment on the Bloomberg report. Therefore, the exact number of positions affected, the final organisational structure and the timing of any additional changes remain subject to change.
The reported changes represent an early indication of how Ternus may approach Apple’s operations following his appointment as CEO. The focus is reportedly on faster product development, a leaner management structure, greater use of artificial intelligence and tighter control over costs.
The 5,000 AppleCare job proposal is a separate part of that wider review and is currently on hold, according to the latest reports. Other staffing reductions, particularly among engineering programme managers, have reportedly already begun.
For Apple employees, investors and customers, the next few months could provide more clarity about whether the reported organisational changes become permanent and whether Apple ultimately changes the frequency and timing of its product launches. Until the company makes formal announcements, the reported plans should be treated as internal proposals and restructuring measures rather than a final company-wide strategy.
