Just a few weeks after Apple CEO John Turnus took office, he began reforming the iPhone manufacturer in an effort to speed up product research and development, broaden the range of devices, and build a more streamlined organization focused on engineering research and development. People familiar with the matter revealed that the initial ideas currently under consideration include: no longer strictly following the traditional spring and autumn product launch rhythm, abolish some middle management positions, and reduce the hierarchical gap between engineers and senior managers. According to people familiar with the matter, Tenus said that in order to maintain competitiveness in the age of artificial intelligence, Apple must launch products faster and increase the level of trial and error innovation. People familiar with the matter said that cost reduction work has already begun. As the growth of the service business is slowing, Tenus is also looking for new revenue channels and exploring ways to earn more from existing products. Apple is planning a huge product pipeline for next year, including AirPods equipped with a camera, the first smart glasses, and an iPhone redesigned to commemorate the 20th anniversary of the birth of the iPhone. In order to launch this series of new products, Tenus is reconsidering the timing of product launch. Tenus hopes Apple can launch products more frequently throughout the year.

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