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Apple is restructuring its internal structures. This is due to the planned retirement of Chief Operating Officer Jeff Williams, who will leave at the end of the year. With his departure, the company is reallocating several responsibilities—particularly in the areas of health, fitness, and the Apple Watch. The changes affect key leadership positions within the company and are intended to solidify Apple's long-term strategic direction.
Jeff Williams has been a key figure at Apple for years. As COO, he played a crucial role in the development of many products, including the Apple Watch. He was also instrumental in organizing global supply chains. His retirement marks the end of an era characterized by stability and technological progress. Apple is now taking advantage of the opportunity to restructure responsibilities and integrate some of its most important teams into new areas.
Health and fitness area moves to Eddy Cue
According to a Bloomberg report , Apple will place its health and fitness teams under the leadership of Eddy Cue. Cue is Senior Vice President of Services and will be responsible for the company's growing services division, which includes Apple Music, iCloud, Apple TV+, and Apple Arcade.
With this change, Apple is integrating health and fitness directly into its Services section—a move seen as preparation for the planned AI-powered subscription service "Health+." This service is scheduled to launch next year and will provide users with personalized health and fitness offerings. The goal is to more closely integrate the section with the company's digital services and expand Apple's role in the healthcare sector.
The day-to-day tasks of the Health and Fitness teams are now the responsibility of Sumbul Desai, who has previously been involved in projects such as the ECG function and health studies related to the Apple Watch. She now reports directly to Eddy Cue.
watchOS goes to Craig Federighi
Responsibility for watchOS, the operating system for the Apple Watch, will be transferred to Craig Federighi. Federighi is Senior Vice President of Software Engineering and already leads the development of iOS, macOS, and other core Apple software platforms.
He was also recently involved in the comprehensive overhaul of Siri, which is powered by artificial intelligence. Transferring watchOS to Federighi will further integrate the Apple Watch software with Apple's AI initiatives. This suggests that future versions of the Watch could be more heavily equipped with AI features, such as analyzing health data in real time or adapting training recommendations.
John Ternus takes over hardware development of the Apple Watch
John Ternus will be responsible for Apple Watch hardware. He is Senior Vice President of Hardware Engineering and is considered a potential successor to Tim Cook as CEO. Ternus will assume full responsibility for the development of new Watch models – a task previously overseen by Jeff Williams.
His appointment demonstrates Apple's strong commitment to continuity. Ternus has been involved in the development of numerous hardware products, including the iPhone, iPad, and Mac. His experience will ensure that the Apple Watch continues to set technological standards in the future.
Sabih Khan becomes new head of operations and supply chain
Another part of the restructuring involves Sabih Khan. Since the announcement of Jeff Williams' retirement plans in July, Khan has assumed oversight of the company's global supply chains, operations, AppleCare customer support, and activities in China.
Khan, who has worked at Apple for many years, is known for his operational precision and is considered a guarantor of smooth production processes. His promotion to Chief Operating Officer ensures that Apple's extensive manufacturing and logistics processes continue to be managed efficiently—especially at a time when production is increasingly focused on sustainability and regional diversification.
Strategic importance of the reorganization
The reorganization of responsibilities demonstrates how strongly Apple has evolved in recent years from a hardware manufacturer to a broadly positioned technology and services company. Health and fitness have long been an integral part of its product strategy. Their integration into the services division indicates that Apple will increasingly view these topics as digital services in the future – with recurring revenue and close customer loyalty.
The shift to watchOS under Craig Federighi strengthens the connection between software, AI, and hardware. Apple is leveraging its structure to more closely integrate innovations such as Siri enhancements, on-device intelligence, and health features.
At the same time, the clear separation of responsibilities creates greater clarity: Cue focuses on services, Federighi on software, and Ternus on hardware. This creates efficient workflows and paves the way for future product generations.
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Strategic change: Apple sets the course for the future
With Jeff Williams's departure, Apple's leadership structure is changing significantly. The integration of health and fitness into the services division, the handover of watchOS to Craig Federighi, and John Ternus's takeover of Watch hardware mark the beginning of a new phase.
Apple is thus positioning itself more strongly as a company that intelligently connects technology, software, and health. The planned launch of Health+ next year underscores this direction. As Jeff Williams prepares for retirement, Apple is demonstrating that it is already strategically thinking far ahead – with a clear focus on growth, innovation, and the connection between technology and well-being. (Image: Apple)
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