Apple eliminates about 200 roles from Siri, Vision Pro, and software teams as it shifts resources to AI-driven assistant and new devices. Smart glasses prioritized.
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Apple is trimming its workforce in teams working on Siri and the Vision Pro headset, shifting resources toward artificial intelligence and new devices.
Bloomberg reported the cuts Friday, citing people familiar with the matter. The company is also reducing staff in its Intelligent Systems Experience team, the software engineering unit that builds AI-powered features across Apple devices. In total, more than 200 positions are affected, with roughly 100 eliminated from the Vision Pro organisation and another 100 from the Siri and software teams.
The Siri restructuring comes as Apple works on a redesigned AI-driven version of the assistant. The project requires different skill sets, so the company is cutting a limited number of current roles while adding new positions to support the updated Siri, the report said. The Intelligent Systems Experience reshuffle is part of a broader effort to reorganise AI work as more groups bring AI functions to apps, features and services.
Vision Pro adjustments are aimed at shifting priorities based on how customers use the headset, Apple told employees. Since its February 2024 debut, immersive video has been a major selling point. But each 3D video requires multiple teams of Apple employees and contractors, and filming a single episode of an immersive series can cost millions of dollars. Those high production costs have weighed on the business given the limited number of active Vision Pro users. The headset's bulky design and $3,699 price tag have also held back adoption.
Apple is not abandoning immersive video entirely. It plans to produce a smaller number of videos in-house while encouraging third-party companies to create content for the headset. The gaming-focused Vision Pro team is being largely wound down after limited traction with gamers. The company told employees that the Vision Pro and its visionOS operating system will remain part of the product lineup, but the near-term priority is the launch of smart glasses, which would not support immersive video or high-end gaming titles. Bloomberg has reported Apple may release a new Vision Pro model as early as late 2028.
Apple acknowledged the cuts in a statement, saying it was realigning some teams “to evolve our business to deliver the best experiences for our users.” The company said it would create new roles as part of the change, adding that it was “grateful to these team members for their contributions, and we are committed to supporting them throughout their transition, including opportunities to apply for other roles at Apple.”
The job reductions come ahead of an Apple event next month where the company is expected to unveil its latest products and updates.
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