Apple is considering changing its established product reveal approach, which has focused on major fall and spring events, and adopting a tighter new-product release cycle, a report said.

The Verge reported on Sept. 29 that Apple's new CEO John Turners (존 터너스) believes the company needs to bring products to market faster and increase experimental efforts to maintain competitiveness in the AI era.

Apple typically holds an iPhone launch event in September and announces other products at year-end or in the spring. The change may not be implemented immediately. Apple's long-standing product development approach is cited as a variable.

Apple is said to be preparing a new HomePod mini, iPad mini, Apple TV 4K, AirPods with a camera, a touchscreen MacBook and an iPhone marking the 20th anniversary.

Turners is also reviewing ways to reduce the number of steps between engineers and senior executives. The hardware engineering organisation has let go of several engineering programme managers over the past 2 weeks.

The move also ties into a recent trend of layoffs. Apple reduced staff in the Siri and Vision Pro teams in August. Apple also reviewed cutting 5,000 AppleCare customer service staff, but ultimately put it on hold.