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Changes at Apple, Vision Pro Update, New MacBooks, and More

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Apple’s Leadership Shake-Up

In a recent wave of executive promotions and departures, Apple has made significant changes to its leadership team. These moves come at a time when the tech giant is preparing for a series of product launches, including an updated Vision Pro, new MacBooks, and a unique software update strategy. Let’s dive into the details of these developments.

Executive Promotions

Apple has always been known for its stable leadership, but a surprising number of vice presidents left their positions in 2022 and 2023. This shake-up, however, was not without a silver lining. The company promoted several individuals across various departments.

Retail Department

In the retail department, notable promotions include:

  • Tracey Hannelly, named vice president of retail engagement and marketing.
  • Karen Rasmussen, now the VP of online retail.
  • Vanessa Trigub, who took on the role of vice president of retail operations.

These promotions have not only filled key positions but also provided Deirdre O’Brien, Apple’s retail chief, with a fresh pool of lieutenants who could potentially become successors in the future.

Software Engineering

In the software engineering realm, Jeremy Sandmel and David Biderman were both promoted to the vice president level, reporting to Senior Vice President Craig Federighi. Sandmel is in charge of graphics software, while Biderman leads the division for audio and media software technologies.

Hardware Technologies

Within Johny Srouji’s hardware technologies group, Harry Guo was promoted to VP of video engineering. He’s responsible for software related to video drivers, Face ID, and artificial intelligence teams working on 3D for the Vision Pro.


In Apple’s operations organization, Rob Hardy and Vashist Vasanthakumar were both elevated. Hardy reports to product operations chief Priya Balasubramaniam, while Vasanthakumar is under Rob York, who runs manufacturing for device enclosures.

However, amid these promotions, there was also the departure of a top hardware executive, Yannick Bertolus, who had been in charge of product quality and testing for over a decade. Apple veteran Donny Nordhues is taking over for Bertolus.

Vision Pro: A New Direction

Apple is not just reshuffling its executive team; it’s also making significant changes to its product lineup, including the highly anticipated Vision Pro.

A Cheaper Vision Pro

Recognizing that the $3,500 price tag of the Vision Pro is too steep for mass-market appeal, Apple is working on a more affordable model. This shift includes reallocating resources from a standalone AR glasses project to focus on a lower-cost headset.

The internal discussions at Apple indicate that the cheaper model may be priced between $1,500 and $2,500. To reduce costs, the company plans to use lower-resolution displays, an iPhone processor, and potentially remove the EyeSight feature and some external cameras and sensors.

Next-Generation Vision Pro

Simultaneously, Apple is developing a second-generation Vision Pro with all the premium features, but in a smaller and lighter form for enhanced comfort. One notable change is the integration of prescription lenses directly into the device, simplifying its design.

The first Vision Pro is expected to launch “early next year,” although Apple’s interpretation of “early” might extend into late spring.

MacBooks and iPads: What’s on the Horizon?

Apple enthusiasts are always eager to hear about the latest MacBook and iPad updates. While there won’t be a release this October, exciting developments are on the horizon.


Apple is working on several new iPad models, including an entry-level iPad, iPad Air, and iPad mini. These devices are expected to feature faster chips, but major updates are not anticipated anytime soon.

For the iPad Pro, which caters to professionals and enthusiasts, expect revamped designs, OLED displays, faster processors, and redesigned Magic Keyboards. However, these are unlikely to hit the market until next year.


Apple fans will be thrilled to know that the 14-inch and 16-inch MacBook Pros with M3 Pro and M3 Max chips are making significant progress. These laptops are currently in the design validation test (DVT) stage, indicating they are nearing mass production. Consumers can anticipate their release between early and spring 2024.

If you’re holding out for a new MacBook Air, you might need to exercise some patience. The 13-inch and 15-inch M3 models have recently reached the engineering verification test (EVT) stage. This suggests they won’t be available until at least spring or summer next year.

A Revolutionary Software Update Strategy

When customers buy a new iPhone from an Apple retail store, they sometimes receive devices with outdated software. Apple is well aware that this is not ideal, especially when there are high-profile bugs. To address this issue, Apple is planning a groundbreaking software update strategy.

Automatic Software Updates

Apple has developed a proprietary pad-like device that retail stores can place boxes of iPhones on. This system can wirelessly turn on the iPhone, update its software to the latest version, and then power it down again—all without opening the phone’s packaging. This innovative approach aims to ensure that customers leave the store with their new iPhones running the latest software.

The company is set to roll out this system to its stores before the end of the year, revolutionizing the way customers experience their Apple devices.

Apple’s recent executive promotions and product development strategies have stirred considerable excitement among its dedicated user base. With an eye on affordability, the tech giant is working on a cheaper Vision Pro headset and revamping its MacBook lineup. Additionally, the company is set to redefine the software update process for unopened iPhones. As we look forward to these changes, it’s clear that Apple’s commitment to innovation remains as strong as ever. Stay tuned for more updates as these developments unfold.