Apple Plans Faster, More Frequent Product Releases Amid Company Restructuring

Apple CEO John Ternus is working on a restructuring intended to speed product development and allow the company to launch new devices more often. Bloomberg’s Mark Gurman reported the plans.

One proposal would reduce Apple’s reliance on fixed spring and fall release cycles, allowing products to arrive throughout the year. Ternus has also reportedly argued that Apple needs to become more experimental as artificial intelligence reshapes competition.

Fewer management layers

Other ideas include removing some middle-management roles to narrow the distance between engineers and senior executives. Ternus is also said to favor less hiring and greater output from the existing workforce; during a presentation, he showed a slide tracking annual headcount growth.

Cuts have reached product teams

Apple has dismissed directors and engineering program managers over the past two weeks. They were given several weeks to find other positions inside the company or face layoffs. Recent cuts have also affected teams working on Siri, Vision Pro, AI software engineering and Fitness+.

The company is seeking additional revenue from existing products as growth in its services business slows, while new services have also been discussed. Early planning for 2027 includes smaller budget increases, flat staffing and reduced marketing spending.

Gurman cautioned that changing Apple’s established practices could be difficult and take years. Managers told him that pressure is increasing, with product groups expected to deliver more products more frequently and on shorter timelines; some employees anticipate further layoffs later this year and early next year.