Apple CEO John Ternus is wasting little time stamping his authority on the $4.8 trillion company. About a month into the job, the 51-year-old has already unveiled the iPhone Duo, Apple’s first foldable, which positions it against Samsung, a player in the category for seven years. Ternus succeeded Tim Cook, who led Apple for 15 years.
A Push for Speed
According to a Bloomberg report citing unnamed sources, Ternus has told colleagues that Apple must develop products faster and enter experimental markets without hesitation. The former hardware engineering chief is also pushing to broaden the device lineup. One idea under consideration is abandoning Apple’s familiar spring and fall launch calendar in favor of more frequent releases, though employees say such a shift could take years.
Ternus also wants to remove management layers that separate engineers from top decision-makers. Meanwhile, cost-cutting is reportedly underway to free up money for Apple’s next wave of products, as part of a wider efficiency drive covering the company’s structure and how executives manage hardware and software.
Pressure on Services and Headcount
Growth is a priority too. Services, long one of Apple’s most profitable divisions, rose 12% year over year to a record $30.74 billion in the June quarter, yet still missed Wall Street expectations. Ternus is reportedly seeking new ways to earn more from Apple’s vast device base.
The product pipeline is crowded. Apple is said to be preparing AirPods with built-in cameras, smart glasses and a special-edition iPhone marking the product’s 20th anniversary next year. Apple is also reportedly eyeing smart glasses, a market where Meta leads.
The challenge is delivering more without expanding spending or staff. As hardware chief, Ternus urged employees to keep hiring in check, arguing output must grow faster than headcount. That stance has fueled worries inside Apple about possible job cuts late this year or early next.