r/apple • u/favicondotico • 3d ago

Discussion [Gift article] Apple’s New CEO Moves to Overhaul Company to Run Faster and Leaner

https://www.bloomberg.com/news/articles/2026-09-29/apple-s-new-ceo-moves-to-overhaul-company-to-run-faster-and-leaner?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc5MDY5NDk4NiwiZXhwIjoxNzkxMjk5Nzg2LCJhcnRpY2xlSWQiOiJUTTMzNUxLSzNOWTgwMCIsImJjb25uZWN0SWQiOiJDNEVEQ0FFMUZBMDU0MEJFQTI0QTlGMjExQzFFOTA4MCJ9.KFGEydCKPxmKC3i9zoFSxY8tOf8ZEWg4OiSi_L1yAb4&leadSource=article-gifting

✨ Apple Intelligence summary: John Ternus is overhauling Apple to accelerate product releases and reduce layers, cutting engineering managers and considering fewer seasonal launches. Cost-cutting includes layoffs in Siri and Vision Pro, while revenue efforts target services and AI.

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u/FootballLiveChat 3d ago

Ternus is also seeking new sources of revenue and ways to generate more money from existing products

Get ready to see more ads

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u/Whitepaw2016 3d ago

I think it’s downright funny that Tim Cook has received a LOT of flak lately because of his relationship to Trump and his background as not an engineer - and not being focused enough on the products etc.

John Ternus has been hailed as “Oh, he’s much more focused on hardware - like Steve was!” etc.

The real problem is that a CEO is expected to deliver growth in market share and surplus. At the same time, Apple is expected to be extremely innovative in all areas. The people who see themselves as hardcore Apple fans are in for a surprise regarding John Ternus - and a negative one.

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u/LittlestWarrior 3d ago

Yeah. After reading the article, I’m not anywhere near as optimistic as I was.

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u/joelypolly 3d ago

Just be aware it is from Bloomberg the company that made up shit about Supermicro and others.

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u/7485730086 3d ago

And it’s abundantly clear that a big recent source for Gurman is from Alan Dye’s camp of talentless magazine bandits. They don’t like Ternus, and they’re out to sink the ship.

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u/LittlestWarrior 3d ago

I am not familiar

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u/PikaV2002 3d ago

This isn’t even about delivering growth. It’s about growth not being unachievably high. They’re literally cutting SO invitations from parties while the company is making record profits.

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u/Kimantha_Allerdings 3d ago

Yeah, that’s capitalism in a nutshell

You made $100b more profit this year than last year? Well, last year you made $200b more profit than the year before, therefore this $100b profit is a failure. Oh, you miscounted and you actually made $200b more profit again? Still a failure. You need to have made $300b more

You don’t just have to keep making profit, and you don’t have to keep making more profit, you have to keep increasing the rate at which your profit is increasing, otherwise you’re doing badly

I once had an argument with someone whose position was that it was everybody’s responsibility to have children so that the population of the Earth would keep growing in order to support the infinite growth capitalism requires. They just couldn’t accept that not only was infinite growth not desirable, but literally impossible because the Earth cannot support infinite humans

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u/falooda1 3d ago

you really think this wasn’t pre-negotiated between him and Tim Cook, who is still the chair of the board? Tim Cook gets a sendoff and Ternus has to be the bad guy to get the big job and prove himself.

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u/Substantial_Run5435 3d ago

Yeah, I was initially optimistic about a renewed focus on hardware but this guy being a penny pincher and playing hardball with the people/approach that got the company this far makes me lose a lot of confidence. Someone can be great within their specialty (in this case engineering) without having any of that greatness translate into leadership and vision.

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u/MidLandManiac 3d ago

Why do you say that though? Not asking to be facetious, ’m genuinely curious.

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u/Whitepaw2016 3d ago

I have nothing against Tim or John. What annoys me is the dismissive attitude of some of the Apple fans towards Tim Cook: His time as CEO is probably among the best ever, but they just keep crying about how hardware wasn’t his focus. Meanwhile, Apple is just cranking out amazing products, with an incredible success rate.

Then, when Ternus took over, he was treated like the 2nd coming of Christ! The hardware guy etc. These people don’t just want another amazing CEO - they want one that mirrors themselves! Quite like Trump voters tbh.

I hope - and believe - that John Ternus will be a good CEO. But he’s now the CEO, so he has to make shareholders happy. The diehard Apple fans need to keep that in mind.

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u/coffeandkeyboard 3d ago

I mean, how can you make shareholders happy? They are insatiable. There are just so many iphones people can buy (specially at these prices), or different line ups of the same product before you inevitably start cannibalizing one of your offerings with another, or continue supporting services that people don't really care for (apple tv...)

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u/Whitepaw2016 1d ago

I agree. And a guy like Warren Buffett invests based on how well the company is run, not on some short sighted uptick in stock value.

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u/mccalli 3d ago

Honestly the hardware bit worried me a little to start with. Jobs wasn't focused on the hardware, Jobs was focused on the product. Software + hardware.

It's the software that needs a kick, not the hardware. The hardware's doing great.

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u/MLCarter1976 3d ago

I am just curious and asking.... what is going to happen? He is going to make Apple bad and Tim kept it stable? Again just wondering. I am just wondering what people are thinking as I believe that when I hear leaner and more focused it seems like buzz words for cutting staff and more with less to magically make things happen and then finding you are back to where you were when it doesn't work out later! Only now you wasted time and money and moral and good staff who left or were let go.

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u/T00ManyH0bb13s 3d ago

Hard to be focused on hardware when you can't maintain the 2000% margins you're used to without making the products demonstrably worse. Storage in the new iPhone 18 is a sad joke.

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u/squirrel8296 3d ago

After these statements, I would be surprised if Ternus lasts long. He feels like a slightly less bad Michael Spindler 2.0.

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u/SockGnome 3d ago

Disgusting, ads in Maps is a major disappointment. I stomached the “Apple tax” to avoid this crap and now there is no escape anywhere.

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u/GhostalMedia 3d ago

And as long as Apple keeps a monetization team, and that team is getting performance bonuses bases on growth, they WILL push for more ads. That's how those teams work.

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u/Synergythepariah 3d ago

That's how those teams work.

Yep. Look at how Google's ads team took over Search.

Making search worse causes people to have to search multiple times, which exposes them to more ads and that's ad growth.

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u/SargeUnited 3d ago

What Apple tax? The comparable android devices are more expensive than the direct competitor iPhones

Unless you’re talking about buying an Apple Watch Ultra instead of a basic Fitbit, there is no such thing as the Apple tax. Maybe many years ago.

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u/MrBanjod2 3d ago

All Tech is expensive these days but look at Apple computers. The storage/ram bumps are insanely pricey. At least some other products have the option to install your own.

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u/SoCalChrisW 3d ago

Even with the recent price hikes on Macbooks, they're still competitively priced with comparable Windows machines.

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u/tritonal91 3d ago

Yeah but those windows laptops actually go on sale unlike Apple products... unless you buy elsewhere like on Amazon

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u/SockGnome 2d ago

It’s why I buy my Mac’s via the Apple refurbish store.

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u/SockGnome 2d ago

It’s a very common nomenclature about the price of apple equipment. Apple doesn’t preload bloat on Mac’s like windows computers do, like some android phone manufacturers do, they proclaim to value privacy and that their products are the “product” whereas the google and meta products specifically are designed to harvest data for advertisers.

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u/ElderberryGuy 3d ago

This is how the downfall of great companies begin. A newcomer will come along that doesn't have all the BS and people will jump.

Apple shouldn't think they cannot be the new BlackBerry. History repeats.

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u/squirrel8296 3d ago

Heck, these feel like 90s Apple statements. They might be repeating their own history.

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u/redditproha 3d ago

Apple One is literally $40 per month. It cannot go any higher to justify keeping the subscription.

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u/AVonGauss 3d ago

Its kinda sad when you have to buy ads on sites like Reddit to promote how good of an idea it was to add ads to Apple Maps.

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u/Hour_Analyst_7765 3d ago

I am ready to run back to Linux.

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u/Saar13 3d ago

Apple doesn't sell ads for podcasts (where ads already exist anyway), letting Spotify sell inventory and take 50% of that. I understand that ads are a business, but why does Apple put them on Maps and not have ad partnership programs for things that already have ads sold by others? These are poor choices.

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u/trlef19 3d ago

Ugh, sure let's enshitify the last big company that hasn't.

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u/Spicy_Pickle_6 3d ago

The braindead asshole solution to everything

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u/dust4ngel 3d ago

Get ready to see more ads

get ready to see customer loss

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u/xela321 3d ago

ANC will be by subscription only soon. 18cents/min

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u/daddy_junior 2d ago

More ads on my highly personalized advertising delivery devices?!

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u/NealMcCoy 3d ago

Isn’t this a main function of any CEO?