Apple Overhauls Management Structure Amid Push for Faster Innovation

Apple Inc (NASDAQ:AAPL, XETRA:APC) CEO John Ternus is shaking up the company's management structure to speed up product development and shift its focus towards engineering. According to Bloomberg, Apple is considering a change from its traditional spring and fall launch schedule in favor of releasing products more frequently throughout the year.

The company has already begun cutting engineering program manager roles, including several senior directors, as Ternus pushes for fewer layers between engineers and leadership. This move comes ahead of a major product pipeline planned for next year, which includes camera-equipped AirPods, Apple's first smart glasses, and a redesigned 20th-anniversary iPhone.

The changes are aimed at shipping products faster, operating with fewer layers, and finding new sources of growth as Services growth slows. Analysts at Bank of America have urged Apple to accelerate the pace of Siri AI innovation, citing Meta's Muse task-executing agent launched on September 8, which has reached the top of the US iOS free-app chart with over 2.5 million downloads in its first two weeks.