Apple's Ternus eyes engineering-led overhaul, Bloomberg News reports

Sept 29 (Reuters) - Apple's new chief ‌executive officer, John ​Ternus, ​is weighing a broad overhaul of the iPhone maker aimed at sharpening its engineering focus, introducing products more frequently and creating a ‌leaner organization, Bloomberg News reported on Tuesday.

The early ideas under consideration ⁠include moving away from Apple's traditional spring and fall product-release cycle and eliminating some middle-management roles ‌to narrow the gap between engineers ‌and top executives, the report said, citing people familiar with the matter.

Ternus, a 25-year Apple veteran and longtime hardware chief who oversaw multiple generations of ​the iPhone, succeeded Tim Cook this fall. Analysts said the leadership change underscored the central role of Apple's hardware ecosystem in the company's growth.

The report ⁠said cost-cutting efforts are already under way, while Ternus is also looking for new revenue streams and ways ​to extract more value from existing products.

Apple did not immediately respond to a Reuters request for comment.

Ternus has signaled internally that ​Apple needs to introduce products more quickly and ‌become more experimental to remain competitive in the artificial intelligence era, Bloomberg News reported.

Apple typically holds major annual events in June ⁠and September, with its developers conference focused on software and its fall launch event centered on new iPhones and other consumer devices.

Earlier this month, Apple entered the foldable smartphone ⁠market with its $1,999 Duo iPhone. Analysts have said Apple's entry could help push foldable devices into ​the mainstream, mirroring its impact on smartwatches and wireless earbuds.

Apple's hardware engineering division has begun cutting engineering program-management roles, Bloomberg News reported, adding that the reductions affected several program managers, including ‌roughly half a dozen directors.

The company also made significant cuts in teams working on the Siri digital assistant, the Vision ‌Pro headset and AI-related software engineering, some of which were tied to employee performance, ⁠the report said.

Ternus has also explored ‌how AI could speed ​up product development and automate tasks currently performed by employees, according to the report.

(Reporting by Harshita Mary Varghese in Bengaluru; Editing by ‌Tasim Zahid)

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