Apple chief executive John Ternus wants faster product launches, a leaner organisation and a stronger engineering culture, Bloomberg’s Mark Gurman reported on September 29.

Ternus took over as CEO on September 1 after Tim Cook. He has told senior leaders he wants Apple to release products throughout the year instead of clustering big launches in the spring and autumn. He also wants the company to be more experimental with new ideas.

He has cut layers of middle management, reducing the number of directors and programme managers. Gurman reported that Ternus even considered cutting 5,000 AppleCare support jobs before deciding against it after internal pushback.

The changes reflect Ternus’s engineering background. Colleagues describe him as deeply involved in product detail and impatient with bureaucracy. He wants decisions made by engineers rather than project managers.

Apple faces growing competition in AI and a slower iPhone upgrade cycle. Investors will watch closely to see whether Ternus’s push for speed changes Apple’s famously careful product rhythm.