Episode summary
Apple CEO Eyes Faster Product Releases, Fewer Middle Managers | Bloomberg Businessweek
Bloomberg Businessweek Daily
· · 8 min · Hosts: Carol Massar, Tim Stenovec · Guests: Mark Gurman
Summary
Apple’s new CEO, John Ternus, is beginning to reshape the company around faster product cycles, a stronger engineering culture, and a leaner internal structure. Mark Gurman says Ternus wants Apple to move away from the spring-and-fall cadence it has followed for years and become “a machine for experimentation” that launches new devices more frequently.
Gurman says the shift reflects both a strategic reset and pressure on Apple’s services business. He argues Apple is increasingly worried about the App Store, where EU rules and U.S. court rulings are forcing more outside payment systems and reducing Apple’s take. That, combined with the rise of AI, means Apple needs new services and new hardware categories to offset future revenue shortfalls.
The discussion also highlighted how slowly Apple can change even when leadership wants speed. Gurman said the company’s product pipeline takes years to develop, but he expects visible changes this year, including four or five new products in October, a smart home hub, updated Apple TV and HomePod Mini devices with Siri AI, a revamped iPad mini, and later the touchscreen MacBook Pro.
Key takeaways
- Mark Gurman says John Ternus wants Apple to move from a fixed spring-and-fall release rhythm to more frequent product launches.
- Gurman says Apple is trying to restore an engineering-driven culture and become a “machine for experimentation” with new product categories.
- He says the services business is under pressure from App Store changes in the EU and U.S., forcing Apple to look for new revenue streams.
- Gurman expects several product updates in October, including a smart home hub and updated Apple TV and HomePod Mini devices with Siri AI.
- He says Apple’s transition will take years because the product pipeline is already set far in advance.
Notable quotes
“he wants Apple to go back to an engineeringdriven culture. He wants Apple to go back to a culture where they're coming out with major new product categories and innovations”
“He wants to launch new devices much more frequently. He wants to move away from the spring and fall product cycles that Apple has been locked into for a decade at this point”
“this is a company that's been described to me like a gigantic uh ship. It's very hard to move a ship when it's already moving, right”
“And so I'm excited to take readers, excuse me, listeners, uh, deeply into what's going on”
How the episode opens
Bloomberg Audio Studios podcasts, radio news. — You're listening to Bloomberg Business Week with Carol Masser and Tim Stenc on Bloomberg Radio. — Let's talk about Apple.
Let's do it. Uh Apple CEO John Turn is just weeks into the role is moving to overhaul the iPhone maker. It's all about an effort to accelerate product development, broaden its range of devices, also create a leaner, meaner and leaner perhaps organization with a greater focus on engineering.
Got to say this Bloomberg exclusive is among the most read stories on the Bloomberg today. And let's get to the reporter who got the details first. Back with us, Bloomberg News managing editor for global consumer tech.
He is Mark German. He is in the Bloomberg LA news bureau. He's also host of the new PowerOn podcast launching this Thursday.
You can subscribe to also the power on newsletter. You can find that on the Bloomberg and at bloomberg.com. You're a busy dude.
This story Mark, uh, as I said, among the most read, what did you find out about John Turnis? Is this just about making his mark on the company?
Yeah. First of all, let's just talk about the podcast for a second if I may. I'm really excited for it.
Um, it's going to be my first podcast. It'll be every Thursday on all the podcast networks. On YouTube, we'll have video as well.
gonna have a lineup of some great guests over the next, you know, several months and and, you know, hopefully far longer than that. Uh, so I encourage everyone to subscribe and listen. Um, so thanks for giving me this opportunity to talk about it.
Well, you know what I was thinking, Mark? I was thinking you don't really have enough to do, so you should add add some more stuff to your repertoire.
From the episode’s captions: roughly the first two minutes, lightly cleaned. Keep watching on YouTube →
Topics
- apple product development
- organizational restructuring
- iphone roadmap
- consumer tech leadership transitions
- engineering focus
Companies and tickers mentioned
- AAPL
- Apple Inc.
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Summary, takeaways and quote selection by Octagon. Quotes are short excerpts; the full conversation is in the episode.
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