John Ternus, Apple's chief executive since 1 September, wants the company to release products more often than its traditional big launch events each spring and autumn, Bloomberg reported.
Ternus has told colleagues that Apple must move faster and take more risks to stay competitive in the artificial intelligence (AI) era, according to the report.
The change may take time given the company's long-established development practices, Bloomberg said.
Apple already has a packed pipeline.
Products in development include a new HomePod Mini, iPad Mini and Apple TV 4K, AirPods with cameras, touchscreen MacBooks and a 20th-anniversary iPhone.
Smart-home hub due
The report comes days before a long-delayed push into the smart-home market.
A hub code-named J490 is expected to launch on 13 October, Reuters reported, citing Bloomberg News.
Fewer managers
Ternus is also weighing cuts to the layers of management between engineers and senior executives.
Apple's hardware engineering team has let go of a number of engineering programme managers in the past two weeks.
That follows layoffs on its Siri and Vision Pro teams, which were reported in August.
The company also considered cutting 5,000 AppleCare customer service staff, but has put those plans on hold.
Ternus spent roughly 25 years at Apple and previously ran its hardware engineering organisation, including Apple silicon and Vision Pro.
He succeeded Tim Cook as chief executive this year.
Note: the Reuters link is Reuters reporting a Bloomberg story, so I've credited both. The pipeline, management cuts, recent dismissals and AppleCare paragraphs carry no source in the original; if they come from the same Bloomberg piece, add "according to Bloomberg" to the first of each.
