Apple may start launching iPhones more than once a year

Alongside the iPhone 18 Pro and the iPhone Duo, Apple also introduced its brand-new CEO. After Tim Cook announced he was stepping down earlier this year, John Ternus took over in the beginning of September, and he’s already leaving his mark on the company. However, a new report suggests this is just the beginning.

Apple may start launching products more often

Just weeks after becoming the CEO, John Ternus is reportedly making steps to overhaul how Apple operates. According to a Bloomberg report, the new chief executive wants to accelerate product development and have the company launch products more often than the splashy spring and fall events.

Ternus has reportedly indicated that the company should start moving more quickly and experiment more. His goal is to keep Apple competitive in the artificial intelligence era. 

However, the changes could take years as the company has very long-established development practices, which will be difficult to change. This means we’re unlikely to start getting more iPhone premieres anytime soon. Still, Apple is expected to launch the iPhone 18, iPhone 18e, and iPhone Air 2 next spring.

There will be internal changes

One of the key changes Ternus is considering is reducing the layers between senior management and engineers, which means some middle-management positions will be eliminated. Over the last couple of weeks, “a number” of engineering program managers have been dismissed and given just weeks to find other positions within the company.

This follows other recent layoffs across Apple, including from its Siri and Vision Pro teams, with employees expecting more layoffs later this year. Budget and headcount increases across several divisions were also reduced or held flat year over year, with other teams being instructed to cut their marketing spending.

Over the summer, the company was also considering laying off about 5,000 AppleCare customer service employees and using AI to take over their responsibilities, but those plans were put on hold. However, the cost-cutting won’t stop, and some teams were told they won’t be allowed to bring plus-ones to the upcoming holiday parties for the first time in years.

Reactions to the cost-cutting were unsurprisingly negative, with many users on Reddit criticizing the potential layoffs from one of the most profitable companies in the world. However, many commenters pointed out that such moves usually affect the morale at a company, which leads to worse products. 

Big culture shift

Probably the most striking thing is that Ternus has reportedly argued that Apple should accomplish more with fewer employees. Echoing the faster-paced philosophy of companies like Meta, this could lead to drastic changes to how the iPhone maker operates.

Either way, Apple is rumored to have a long list of products launching in the next few months. Some of them are a new HomePod Mini, an iPad mini with an OLED display, an Apple TV 4K update, AirPods with cameras, and MacBooks with touch screens.

What about software?

While I’d like to see an update to the HomePod Mini, I think it would be better for Apple to focus on software updates instead of more hardware releases. Either way, as long as the quality doesn’t suffer, nobody would mind more premieres.

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