Apple Leadership Shifts: John Ternus Pushes for Software Acceleration
Ambitions for New Leadership at Apple
Significant changes are unfolding within Apple’s management. CEO John Ternus is actively working to shift the company's software development pace and strategy. To this end, he held a closed-door meeting with Craig Federighi, Apple’s senior vice president of software engineering, focusing primarily on closing the gap in the field of artificial intelligence (AI).
Although Federighi remains one of the most influential figures in the Apple ecosystem, Ternus wants the company to take more ambitious steps beyond simply improving Siri. The criticism stems from the fact that, unlike its competitors, Apple is failing to demonstrate the necessary speed in its AI initiatives.
Management Style and Internal Structural Challenges
Federighi’s management style, characterized by a high focus on detail and direct involvement in every major decision, has caused dissatisfaction among some Apple staff. Employees note that this approach limits the development of alternative ideas and leaves team members with little opportunity to influence decisions. Furthermore, there are issues with planning horizons: Federighi’s team primarily works on 12-to-18-month cycles, which is a very short period compared to the multi-year plans for hardware development.
Against this backdrop, the company may lose another key figure. Reports suggest that Mike Rockwell, who leads the creation of Vision Pro and the AI direction for Siri, is seriously considering leaving his position. His departure would be a significant loss for Apple, especially as the company attempts to implement new features.
What Changes for the Future?
On a positive note, Apple is experimenting with new methods of software creation. The company plans to give engineers 50% more time for coding and research, aiming to reduce the time spent on system integration. This decision has been made possible by improvements in automated coding agents.
Ultimately, Apple’s future success depends on whether Craig Federighi can loosen his strict control and allow more space for other leaders. For users in Georgia, these changes are important, as the speed at which we receive new, intelligent features on Apple devices—which are already available in the global market—will depend on these internal shifts.