Apple's New CEO Ternus Begins Restructuring, Reportedly Cuts Middle Management
SingTao · 2 SOURCESabout 3 hours ago5 MIN
Summary
John Ternus (特努斯), Apple's newly appointed Chief Executive Officer, has begun implementing major organizational reforms within weeks of taking over from Tim Cook (庫克), who led the company for 15 years . Reports indicate that Ternus is planning to streamline the management structure by cutting middle-management positions and reducing the layers between engineers and top executives . The new CEO is also pushing to move away from the traditional spring and fall product launch cycles toward more frequent releases throughout the year, aiming to make Apple more experimental and competitive in the artificial intelligence era .
Key Points
- Apple's new CEO John Ternus, formerly head of hardware engineering, succeeded Tim Cook and is now pushing for a more streamlined, engineering-focused organization
- The company is reportedly cutting middle-management positions, with approximately 6 director-level program managers eliminated from the hardware engineering division in recent weeks
- Ternus aims to break away from the traditional spring and fall product launch cycles, instead introducing new products more frequently throughout the year
- Layoffs have affected multiple departments including Siri, Vision Pro, AI software engineering, and Fitness+, though a planned cut of 5,000 AppleCare positions was shelved
- Apple is developing new devices for 2027, including AirPods with cameras, first smart glasses, and a redesigned iPhone for the product's 20th anniversary
Why It Matters
Ternus's reforms signal a significant shift in Apple's corporate culture, moving away from the deliberate, schedule-driven approach that defined Cook's era toward a more agile, experimental model. These changes come as Apple faces slowing growth in its services business and increased pressure to compete in the rapidly evolving AI landscape, with global memory shortages also pushing up component costs.
Ternus's reforms signal a significant shift in Apple's corporate culture, moving away from the deliberate, schedule-driven approach that defined Cook's era toward a more agile, experimental model. These changes come as Apple faces slowing growth in its services business and increased pressure to compete in the rapidly evolving AI landscape, with global memory shortages also pushing up component costs.