Apple may begin launching iPhones and other products more than once a year, according to reports about the company’s new leadership direction. Following Tim Cook’s decision to step down earlier this year, John Ternus took over as chief executive at the beginning of September 2025 and is already reshaping how the company approaches product development.
Alongside the iPhone 18 Pro and the iPhone Duo, Apple introduced Ternus as its new leader. Only weeks into the role, he is reportedly taking steps to accelerate product development and move away from relying solely on the traditional spring and autumn launch events.
A Faster Pace of Product Launches
Ternus has reportedly indicated that Apple should move more quickly and experiment more, with the aim of keeping the company competitive in the era of artificial intelligence. Any shift, however, could take years, as Apple has long-established development practices that will be difficult to change. As a result, additional iPhone premieres are unlikely in the near term.
Apple is still expected to launch the iPhone 18, iPhone 18e and iPhone Air 2 next spring. The company is also rumoured to have a lengthy list of products arriving in the coming months, including a new HomePod Mini, an iPad mini with an OLED display, an Apple TV 4K update, AirPods with cameras, and MacBooks with touch screens.
Internal Changes and Cost-Cutting
One of the key changes under consideration is reducing the layers between senior management and engineers, which would mean eliminating some middle-management roles. In recent weeks, a number of engineering programme managers have been dismissed and given only 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 anticipating further cuts later in the year. Budget and headcount increases across several divisions were reduced or held flat year on year, while other teams were instructed to cut their marketing spending.
Over the summer, the company also considered laying off around 5,000 AppleCare customer service employees and using AI to take over their responsibilities, though those plans were put on hold. Cost-cutting is expected to continue, and some teams were told they would not be permitted to bring guests to the upcoming holiday parties for the first time in years.
Perhaps the most notable point is that Ternus has reportedly argued Apple should accomplish more with fewer employees, echoing the faster-paced philosophy of companies such as Meta. Such an approach could lead to significant changes in how the iPhone maker operates. Apple is expected to launch the iPhone 18, iPhone 18e and iPhone Air 2 in spring 2026.
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Image: phonearena.com
