As is widely known, on September 1st, Tim Cook officially stepped down and passed the baton of Apple CEO to John Ternus.

John Ternus, often likened to Steve Jobs, is widely regarded as a technology-driven CEO. After all, he previously held the position of Apple's Senior Vice President of Hardware Engineering, where he oversaw the hardware development of products such as the Mac, iPhone, and AirPods for a considerable duration.

Consequently, expectations are high that he will prioritize technological innovation and strive to create superior products. This marks a departure from Cook's approach, as Cook was known for his marketing-oriented strategies, focusing on enhancing product sales and profitability.

However, the unexpected news is that the new Apple CEO, who has been in office for less than a month, is already contemplating layoffs.

Media reports indicate that the new CEO is advocating for minor-scale layoffs and budget reductions to mitigate the pressures stemming from escalating storage chip prices and sluggish growth in the services sector.

It is rumored that he is currently implementing internal reforms at Apple. Firstly, he is restructuring the company's organizational framework, simplifying management layers, delegating more resources and decision-making authority to engineering teams, minimizing internal communication expenses, and enhancing operational efficiency.

Simultaneously, he is expediting the product R&D process and broadening Apple's product range to facilitate more frequent product launches.

Indeed, judging by the release of this year's iPhone 18, the trend is quite apparent. Apple aims to host more product launches. Hence, this time, only the iPhone 18 Pro series was unveiled, with the standard version and the potential Air 2 postponed until the following year. Apple intends to amplify its influence through increased product launch frequency.

Industry experts suggest that Apple may resort to larger-scale layoffs in the future to curtail budgets and slash marketing expenditures.

This signifies a shift from the relatively cautious strategies employed during Cook's tenure. Under Cook's leadership, layoffs and budget cuts were rare at Apple. Instead, the emphasis was on expanding the workforce and boosting spending to drive revenue growth.

They say that a new leader often implements bold measures shortly after assuming office. It remains to be seen whether this new CEO will continue to take such actions. After all, each leader has their own team and it is natural to adjust certain strategies and personnel from the previous administration.

Nevertheless, some predict that overhauling Apple's long-established R&D system and release schedule may not be an immediate task and could require several years.

As for the correctness of these adjustments, only time will reveal the answer. However, I believe that implementing such changes less than a month after Cook's departure may be somewhat awkward for Cook, who still serves as the Executive Chairman of Apple's Board of Directors.