Apple’s new CEO could change when it launches phones and laptops

John Ternus reportedly wants Apple to launch products more often.

John Ternus reportedly wants Apple to launch products more often.

by

Jay Peters

Sep 29, 2026, 4:09 PM UTC

Image: The Verge; Getty Images

Jay Peters

is a senior reporter covering technology, gaming, and more. He joined The Verge in 2019 after nearly two years at Techmeme.

John Ternus, Apple’s new CEO, wants Apple to launch products more often than its usual splashy moments in the fall and the spring,according to aBloombergreportdetailing some of Ternus’s initial plans for the company.

Apple regularly holds iPhone launch events in September and often announces products later in the year and in springtime, but “Ternus has indicated that Apple must introduce products more quickly and become more experimental to remain competitive in the artificial intelligence era,”Bloombergsays. The shift may not happen right away given Apple’s “long-established” development practices. Apple is rumored to have a considerable number of products in the pipeline, including a newHomePod Mini, iPad Mini, and Apple TV 4K,AirPods with cameras,touchscreen MacBooks, anda special 20th anniversary iPhone.

Ternus is also considering reducing layers between engineers and senior executives, and the hardware engineering team dismissed “a number” of engineering program managers in the past two weeks,Bloombergsays. Those cuts follow recent layoffs on itsSiri and Vision Pro teamsthatBloombergreported onin August. Apple also apparently considered laying off 5,000 AppleCare customer service staffers, but “ultimately put those plans on hold.”

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