Apple’s new CEO could change when it launches phones and laptops

<figure> <img alt="Photo collage of John" data-caption="" data-portal-copyright="Image: The Verge; Getty Images" data-has-syndication-rights="1" src="https://platform.theverge.com/wp-content/uploads/sites/2/2026/04/JohnTernus.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" /> <figcaption> </figcaption> </figure> <p class="wp-block-paragraph">John Ternus, Apple's new CEO, wants Apple to launch products more often than its usual splashy moments in the fall and the spring, <a href="https://www.bloomberg.com/news/articles/2026-09-29/apple-s-new-ceo-moves-to-overhaul-company-to-run-faster-and-leaner?utm_id=97760_v0_s00_e0_tv4">according to a <em>Bloomberg</em> report</a> detailing some of Ternus's initial plans for the company.</p> <p class="wp-block-paragraph">Apple regularly holds iPhone launch events in September and often announces products later in the year and in springtime, but "Ternus has indicated that Apple must introduce products more quickly and become more experimental to remain competitive in the artificial intelligence era," <em>Bloomberg</em> says. The shift may not happen right away given Apple's "long-established" development practices. Apple is rumored to have a consider …</p> <p><a href="https://www.theverge.com/tech/1002107/apple-ceo-john-ternus-product-launch-strategy">Read the full story at The Verge.</a></p>