Shortly after assuming his role as Apple’s CEO, John Ternus has embarked on a series of strategic reforms designed to expedite product development, diversify device categories, and establish a more streamlined organizational framework centered on engineering and research and development (R&D). Among the initial steps, Ternus has moved away from the conventional biannual product launch cycles—traditionally held in spring and autumn—and has taken measures to streamline the company’s hierarchy by reducing some mid-level management roles. This restructuring aims to enhance communication efficiency between engineers and top executives.

Ternus is convinced that, in order to maintain competitiveness in the age of artificial intelligence, Apple must accelerate its product iteration cycles and embrace a culture of trial-and-error innovation. Cost-saving initiatives are already in progress, while the company is actively exploring new revenue opportunities and methods to enhance the value of its existing product lineup. Looking ahead, Apple has an ambitious product roadmap planned for the coming year, featuring innovations such as AirPods equipped with cameras, the company’s inaugural pair of smart glasses, and a commemorative iPhone marking the 20th anniversary of its original release.

Additionally, Ternus is reassessing the timing of product releases, with the goal of introducing more frequent updates throughout the year to keep pace with evolving market demands and technological advancements.