Apple could move away from its traditional spring and fall product launch windows as new CEO John Ternus looks to release more products throughout the year.
The change is reportedly one of several ideas being considered as Ternus begins reshaping Apple less than a month after succeeding Tim Cook as CEO.
According to Bloomberg’s Mark Gurman, Ternus wants Apple to develop and release products faster, become more experimental and rely less heavily on the seasonal launch calendar that has defined the company for years.
Apple’s current schedule has become remarkably predictable.
The company typically uses the first half of the year for selected Mac and iPad updates before its biggest launch cycle begins in September, when new iPhones and Apple Watches are introduced. Additional Macs, iPads and accessories frequently follow in October.
That approach concentrates enormous attention around a handful of periods but can also leave stretches of the year with relatively few major hardware announcements.
Under the approach reportedly being considered by Ternus, Apple would introduce more products throughout the year rather than waiting to group them into the familiar spring and fall windows.
That doesn’t necessarily mean Apple’s September iPhone event would disappear. The annual iPhone launch is closely tied to Apple’s holiday sales period and has become one of the most important dates in the technology calendar.
Instead, the biggest change could affect products such as Macs, iPads, Apple TV, HomePod and entirely new device categories, which could be introduced when they’re ready rather than being held for a wider seasonal launch cycle.
Apple has already shown signs of becoming more flexible with the way it announces products.
Some recent devices have been unveiled through press releases rather than traditional events, while Apple has occasionally spread Mac announcements across several consecutive days instead of putting them into a single presentation.
A less rigid calendar could become particularly useful as Apple’s product lineup expands.
The company is developing smart glasses, camera-equipped AirPods, new smart home hardware and future Vision devices alongside its established iPhone, iPad, Mac, Apple Watch, AirPods, Apple TV and HomePod lines.
Apple’s first smart glasses are currently expected in 2027, potentially adding another major annual product cycle to an already crowded calendar.
Spreading launches throughout the year could also give individual products more room to attract attention rather than competing with several other Apple announcements at the same time.
The reported calendar changes form part of a wider overhaul being pursued by Ternus.
Bloomberg reports that the new CEO also wants Apple to reduce organizational layers, put engineers closer to senior leadership, control costs and explore new sources of revenue.
Apple hasn’t commented on the report, and there is no indication that a new product calendar has been finalized.
As The Apple Post reported earlier today, the changes are among the clearest early signs of how Ternus intends to run Apple differently after 25 years working primarily in the company’s hardware engineering and product organizations.
If the calendar shake-up goes ahead, one of Apple’s most familiar habits could become considerably less predictable: instead of waiting for spring or fall to see what’s next, new Apple hardware could start arriving throughout the year.