Apple is reducing its workforce in teams working on Siri and the Vision Pro headset as the tech giant shifts its focus towards developing new devices and artificial intelligence (AI).
Bloomberg reported the development on Friday (local time), citing people familiar with the matter. The company is also cutting staff from its Intelligent Systems Experience team, part of its software engineering division that works on several AI-powered features across Apple devices.
Additionally, under the restructuring, Apple is largely winding down the Vision Pro team dedicated to gaming while also reducing staff in the unit responsible for creating immersive video content for the headset.
In total, the cuts affect more than 200 people, with roughly 100 positions being eliminated from the Vision Pro organisation and another 100 from the Siri and software teams.
Here's what we know about the cuts
According to the report, Apple's Siri restructuring comes as the company works on a new AI-driven version of the assistant based on a redesigned technical framework. As the project requires different skill sets, the company is eliminating a limited number of current roles, shifting resources and adding new positions to support the updated Siri.
The reshuffling of the Intelligent Systems Experience team is part of an effort to reorganise work on AI-powered capabilities. The tech giant is realigning teams to match priorities and boost development as more groups bring AI functions to apps, features and services. While eliminating some existing positions, the restructuring will also create some new roles.
Apple told employees that the changes to the Vision Pro team were aimed at adjusting priorities according to how customers use the headset and shifting resources towards other products in development.
Since its debut, immersive video has been one of the Vision Pro's major selling points. However, creating each 3D video requires several teams of Apple employees and contractors, while filming an episode for an immersive series can cost millions of dollars. These high production costs have put pressure on the business amid the limited number of active Vision Pro users.
When the Vision Pro was launched in February 2024, it was regarded as a groundbreaking product. However, the headset’s bulky design and current price of $3,699 have made it difficult to attract buyers.
Additionally, the company isn't planning to abandon immersive video entirely. Instead, it plans to produce a smaller number of videos in-house while encouraging third-party companies to produce content for the headset. While Apple has maintained a dedicated team for gaming features on the Vision Pro, the headset has gained limited traction among gamers.
Apple has also told employees that the Vision Pro and its visionOS operating system will remain part of its product lineup. However, in the near term, the company is prioritising the launch of smart glasses, which would not support immersive video or high-end gaming titles. Bloomberg News has reported that Apple is also considering launching a new Vision Pro model as early as the end of 2028.
Apple acknowledges job cuts
In a statement, the company acknowledged the cuts, stating that it was realigning some teams “to evolve our business to deliver the best experiences for our users.” The tech giant said, "While we will create new roles as part of this change, it will also impact a limited number of existing roles." It added, "We are 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 cuts come as Apple prepares for an event next month, where it is expected to unveil its latest products and updates.
(with Bloomberg inputs)
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