IT之家 9 月 29 日消息，彭博社马克 · 古尔曼刚刚报道称，苹果新任 CEO 约翰 · 特努斯（John Ternus）上任不到一个月，便已着手对公司内部展开大刀阔斧的改革。
特努斯希望调整公司组织和机型开发方式，目标涵盖加快机型研发节奏、扩大硬件机型线，并精简管理层，将更多资源和决策重心放在工程团队上。当然，相关思路当下仍处于内部讨论阶段。
特努斯于 9 月 1 日正式接替蒂姆 · 库克（Tim Cook）出任 CEO，库克则转任董事会执行主席。特努斯此前担任苹果硬件工程高级副总裁，长期负责 Mac、iPhone、AirPods 等机型的硬件开发。
据知情人士透露，特努斯希望减少对传统春秋两次发布会的依赖，让苹果全年更加频繁地推出新品。同时，他还希望削减部分中层管理职位，打破工程师与公司高层之间的间隔。
特努斯曾在负责硬件工程期间向员工表达过类似观点，希望苹果减少人员扩张、让现有工程师承担更多工作，并降低组织结构中的冗余。如今，这种思路开始进一步影响苹果内部的组织调整。
过去两周内，苹果硬件工程部门已经开始裁撤部分工程项目经理（EPM）职位。EPM 长期负责机型开发时间表以及跨团队协调，其中部分被裁职位涉及约 6 名董事级管理人员。这部分员工可在数周时间寻找内部转岗的机会，未能成功转岗的员工将在今年晚些时候离职。
与此同时，苹果近期还在多个部门开展了规模较小的裁员，并提前削减或取消部分处于早期开发阶段、被认为对公司营收贡献有限的项目，涉及 Siri、Vision Pro 以及 AI 软件工程等团队，部分裁员与员工绩效挂钩。另外，苹果 Fitness+ 团队近期也开展了少量人员调整，该团队此前正在开发仅包含音频内容的健身课程。
人工智能也被特努斯视为提高研发效率的关键工具。苹果今年夏季曾制定一项计划，考虑裁减约 5000 名 AppleCare 客服人员，其中涵盖大量远程办公员工，原因是公司认为改进后的 AI 电话及网页客服已经足以承担部分相关工作。不过，苹果最终暂缓了这一计划，当下并未推进该批裁员。
尽管如此，部分苹果员工预计今年晚些时候或 2027 年初仍可能浮现进一步人员调整。面向 2027 年的早期规划会议中，一些部门曾讨论增加预算和员工数量，但部分预算增幅随后被削减，部分团队则被要求维持与上一年度相同的人员规模，同时压缩营销支出。
苹果还面临关键零部件成本上升的压力。古尔曼指出，当前存储芯片售价高涨推高了苹果的采购成本，公司已经借助提高部分机型售价来抵消成本上涨的影响，同时也自行消化了一部分增加的成本。
在机型开发维度，特努斯要求相关管理人员加快推进速度。知情人士表示，当下机型开发团队面临更高的交付要求，需要在更短周期内推出更多机型。苹果原有的研发体系和发布节奏已经运行多年，因而若全面改变，可能需要数年时间。
与此同时，特努斯还与苹果服务业务负责人埃迪 · 库伊（Eddy Cue）、首席财务官凯万 · 帕雷克（Kevan Parekh）讨论新的增收来源，涵盖推出新的服务，以及提高现有机型和服务的收入贡献。
服务业务长期以来是苹果增长速度较快、利润率较高的业务之一，可以在硬件销售浮现波动时给出补充。不过，苹果服务业务的增长动力近期有所减弱。公司 2026 财年第三季度营收达到 1,094 亿美元（IT之家注：现汇率约合 7,353.41 亿元人民币），同比增长 16%，其中服务业务仍创下同期营收纪录。
特努斯上任后的机型规划也相当密集。苹果预计将在 2027 年推出涵盖配备摄像头的 AirPods、首款智能眼镜以及为纪念 iPhone 诞生 20 周年而重新外观的 iPhone 等多款新机型。
如果苹果进一步提高机型发布频率，公司将取得更多销售硬件、推动使用者使用新服务以及提高现有生态平台收入的机会。不过，当下相关组织改革和机型节奏调整仍处于推进阶段，苹果尚未公开确认具体思路。
2026 苹果秋季新品发布会专题
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IT Home news, September 29: Mark Gurman of Bloomberg just reported that Apple’s new CEO, John Ternus, has begun sweeping reforms within the company less than a month after taking office.
Ternus wants to adjust the company’s organization and device development methods, with goals including accelerating the pace of device R&D, expanding the hardware product line, streamlining management, and shifting more resources and decision-making focus to engineering teams. Of course, these ideas are currently at the internal discussion stage.
Ternus officially succeeded Tim Cook as CEO on September 1; Cook transitioned to the role of Executive Chairman of the Board. Previously, Ternus served as Apple’s Senior Vice President of Hardware Engineering, taking long-term responsibility for the hardware development of devices such as Mac, iPhone, and AirPods.
According to sources familiar with the matter, Ternus aims to reduce reliance on the traditional two annual keynotes (Spring and Fall) and have Apple launch new products more frequently throughout the year. At the same time, he also hopes to cut some middle-management positions to bridge the gap between engineers and senior company leadership.
While responsible for hardware engineering, Ternus had previously expressed similar views to employees, hoping that Apple would reduce workforce expansion, have existing engineers take on more work, and reduce redundancy in the organizational structure. Now, this approach is beginning to further influence internal organizational adjustments at Apple.
Over the past two weeks, Apple’s hardware engineering department has begun eliminating some Engineering Program Manager (EPM) positions. EPMs have long been responsible for device development schedules and cross-team coordination, and some of the eliminated positions involve about 6 director-level managers. These employees will be given several weeks to seek internal transfer opportunities; those who fail to transfer successfully will depart the company later this year.
Meanwhile, Apple has recently conducted smaller-scale layoffs across several departments and preemptively cut or canceled some projects in the early development stage that were considered to have limited contribution to company revenue, involving teams such as Siri, Vision Pro, and AI software engineering; some layoffs were linked to employee performance. In addition, the Apple Fitness+ team recently made small personnel adjustments; this team had been developing fitness courses containing only audio content.
Artificial intelligence is also viewed by Ternus as a key tool for improving R&D efficiency. This summer, Apple formulated a plan to consider cutting approximately 5,000 AppleCare customer service staff, including a large number of remote workers, because the company believes that improved AI phone and web customer service is already sufficient to handle part of the related work. However, Apple has ultimately postponed this plan and is not proceeding with this batch of layoffs at present.
Despite this, some Apple employees expect that further personnel adjustments may still emerge later this year or in early 2027. In early planning meetings for 2027, some departments discussed increasing budgets and headcounts, but some budget increases were subsequently cut, and some teams were required to maintain the same headcount as the previous year while compressing marketing expenditures.
Apple also faces pressure from rising costs of key components. Gurman points out that the current high prices of memory chips have pushed up Apple’s procurement costs. The company has already offset the impact of cost increases by raising prices on some device models, while also absorbing a portion of the increased costs internally.
In terms of device development, Ternus has required relevant managers to accelerate the pace. Sources indicate that device development teams are currently facing higher delivery requirements and need to launch more device models within shorter cycles. Apple’s original R&D system and release rhythm has been in place for many years, so a complete overhaul may take several years.
Meanwhile, Ternus has also discussed new revenue sources with Eddy Cue, head of Apple’s services business, and Kevan Parekh, Chief Financial Officer, covering the launch of new services and increasing the revenue contribution of existing device models and services.
The services business has long been one of Apple’s faster-growing and higher-margin businesses, providing a buffer when hardware sales fluctuate. However, the growth momentum of Apple’s services business has recently slowed. The company’s revenue for the third fiscal quarter of 2026 reached $109.4 billion (Note by IT Home: approximately 735.341 billion RMB at the current exchange rate), a 16% year-on-year increase, with the services business still setting a record for revenue in the same period.
Device planning under Ternus has also been quite dense. Apple is expected to launch multiple new device models in 2027, including AirPods with a camera, its first smart glasses, and an iPhone redesigned to commemorate the 20th anniversary of the iPhone’s debut.
If Apple further increases the frequency of device launches, the company will have more opportunities to sell hardware, drive user adoption of new services, and increase revenue from its existing ecosystem platform. However, the relevant organizational reforms and device rhythm adjustments are still in progress, and Apple has not publicly confirmed specific plans.
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