This is a report based on people familiar with the discussions, not an official Apple announcement. Reuters reported on September 29, citing Bloomberg News, that Apple CEO John Ternus is considering a broader reorganization with a stronger emphasis on engineering teams.
Ideas reportedly under consideration include relying less on Apple's traditional spring and fall launch cycles, introducing products more frequently throughout the year, and taking a more experimental approach to development. The goal would be to respond more quickly to industry changes, particularly the rapid expansion of artificial intelligence.
The reports also describe reducing some middle-management layers to bring engineers closer to senior leadership, along with tighter control of costs, hiring, and marketing budgets. Such measures could change how Apple organizes product development, but it is not yet clear which proposals will be adopted or how quickly they could take effect.
Apple did not immediately comment on the claims reported by Reuters. The details should therefore be treated as a credible media report about plans under consideration, not as confirmed company policy. MacRumors, The Verge, and 9to5Mac also reported the core claims from Bloomberg's account.