Apple new CEO Ternus, just weeks into his tenure, has started pushing internal reforms to accelerate product development, broaden the product lineup and create a leaner, more engineering-focused organization, people familiar with the matter said.

Proposed changes under discussion include reducing reliance on the traditional spring and fall launch cadence and cutting some middle-management roles to shorten layers between engineers and senior executives.

Ternus has signaled the company must speed product releases and raise its capacity for experimentation and innovation to remain competitive in the AI era. He is also advancing cost-cutting measures and seeking new revenue sources and better monetization of existing products as services growth slows.