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Apple CEO John Ternus Wants a Faster, Bolder $5 Trillion Empire

A month after succeeding Tim Cook, the former hardware chief behind the original AirPods and Apple silicon Macs is cutting management layers and rethinking Apple's launch calendar. Harvard's David Yoffie says the real test is whether Apple can innovate again.

A month into the job, John Ternus is already moving to remake Tim Cook’s Apple. The new CEO is cutting layers of middle management, has dismissed a number of engineering program managers in the hardware division and wants to break Apple’s spring-and-fall launch rhythm in favor of releasing products year-round, Bloomberg reported Tuesday (Sept. 29). According to the report, that includes eliminating some middle-management positions to reduce the layers between engineers and senior executives, and Apple has already dismissed a number of engineering program managers in its hardware division over the past two weeks. Ternus also wants Apple to become more experimental, especially amid the race in A.I., and to rely less on its traditional spring-and-fall launch calendar in favor of releasing products throughout the year. Apple shares fell about 2 percent Tuesday morning on the report.

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Leaner isn’t a new idea for Ternus. As head of hardware engineering, Ternus told employees at an all-hands meeting that Apple should hire fewer people and ask more of its........

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