Bloomberg reported Monday that Ternus, who recently assumed the role of Apple CEO, has indicated the company needs to shift away from its established pattern of major product announcements in the fall and spring. Apple typically launches new iPhones in September and unveils other products later in the year or during spring events.
The report, cited by The Verge, notes that Ternus has made clear that Apple must accelerate its release schedule, though the change may not happen immediately due to the company's long-established development practices. Bloomberg did not provide specific timelines for when the faster cadence could begin.
The shift is aimed at keeping pace in the rapidly evolving AI landscape, where rivals such as Google and Microsoft have been rolling out new capabilities and devices more frequently. Ternus's approach signals a potential strategic pivot for Apple, which has historically favoured a slower, more deliberate release rhythm that builds anticipation around a few key events each year.