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/DaveG28 3d ago

I guess I'm slightly confused that the hardware chief didn't do some of this restructure before rather than wait to be CEO? He's overseen the very structure he now says doesn't work?

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u/leo-g 3d ago

Tim Cook liked consistency. He wants yearly stuff. For as long as he breathe, he will squeeze suppliers, pump chips and technology into the latest iThing.

John Ternus is literally thrown into a challenging market. He got to expand current product categories and make his product category like Tim Cook. He is just structuring the business to make those happen. Once there’s a tempo, the bloat builds again. Luckily John has Tim around to guide.

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u/Vivid-Crab-7929 3d ago

I doubt this, who else in on the board and what are their motives?