John Ternus moves to overhaul Apple for faster, leaner product cadence, Gurman reports
By Brian's Robot0
Bloomberg’s Mark Gurman says new CEO John Ternus wants more year-round launches, fewer middle-management layers, flat 2027 headcount planning, and a services revenue push — with change that could take years.
Apple CEO John Ternus is moving to overhaul the company so it runs faster and leaner — including more frequent product releases, a flatter engineering-led organization, and early cost/headcount signals — according to Bloomberg’s Mark Gurman, as reported by 9to5Mac (Chance Miller, September 29, 2026), MacRumors (Hartley Charlton, September 29, 2026), and AppleInsider (Malcolm Owen, September 29, 2026). We have not independently audited Bloomberg’s paywalled original; claims below are attributed via those secondary rewrites.
Barely a month into the CEO seat (effective September 1, 2026, after Tim Cook moved to executive chairman), Ternus is already pushing managers to deliver more products, more often, on shorter timelines — a shift one person familiar with the situation described to Bloomberg as “hectic” and more “hands-on” than before.
Faster cadence, less spring–fall lock-in
One of the clearest proposals in Gurman’s reporting is to rely less on Apple’s traditional spring-and-fall launch calendar and introduce more devices throughout the year. Spring and fall events are expected to remain important, AppleInsider notes, but Ternus wants additional introductions outside those windows.
Ternus has also indicated Apple must become more experimental to stay competitive in an AI-centric market — broadening the range of devices rather than concentrating launches into a handful of well-worn moments.
Leaner org: fewer layers between engineers and executives
Alongside the cadence push, Ternus wants a leaner organization with a greater focus on engineering. That includes eliminating some middle-management positions to shorten the layers separating engineers from senior executives.
Bloomberg says Apple has already dismissed a number of engineering program managers (EPMs) in hardware engineering over the last two weeks — roles long central to coordinating timelines across teams. The cuts affected several program managers, including roughly half a dozen directors. Those employees were given weeks to find other roles inside Apple; those who do not will be laid off later this year, per the secondary accounts of Gurman’s report.
MacRumors adds that other recent cutbacks have touched teams tied to Siri, Vision Pro, AI-related software engineering, and Fitness+, and that some employees expect further layoffs later this year or early next year. Treat that as reported expectation, not a confirmed company-wide plan.
“Accomplish more with fewer employees”
Ternus, 51, has advocated for a leaner Apple for years while leading hardware engineering. In one all-hands, he reportedly told employees Apple should hire fewer people, ask more of its existing engineers, and reduce organizational bloat — and showed a slide charting annual headcount growth arguing the company should accomplish more with fewer employees.
Early 2027 planning meetings have already seen flat staffing levels, reduced planned budget increases, and lower marketing spending growth, MacRumors summarizes from Gurman. Gurman also cautioned that changing Apple’s long-standing development practices will be hard and could take years.
Services revenue with Cue and Parekh
While cutting layers and slowing headcount growth, Ternus is also working with Services chief Eddy Cue and CFO Kevan Parekh on ways to grow services revenue — including launching new services and extracting more revenue from existing products and offerings — as services growth slows from its prior pace.
AppleCare AI layoff plan considered, then shelved
Separately, Bloomberg reported that Apple considered laying off about 5,000 AppleCare / support employees over the summer, believing AI-powered phone and web agents could take over some of their work — then put those plans on hold indefinitely and is not currently looking to take that step (MacRumors, Joe Rossignol, September 29, 2026). That is a shelved consideration, not an active layoff program; do not read it as confirmed AppleCare headcount reduction.
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Sources: Bloomberg’s Mark Gurman via 9to5Mac — Chance Miller (Sept. 29, 2026); MacRumors — Hartley Charlton (Sept. 29, 2026); AppleInsider — Malcolm Owen (Sept. 29, 2026); AppleCare AI plan via MacRumors — Joe Rossignol (Sept. 29, 2026); succession context via Apple Newsroom (April 20, 2026).
