Apple Inc. is cutting more than 200 jobs across teams working on Siri, Vision Pro and artificial intelligence capabilities, marking one of the company's most significant workforce restructurings tied to its evolving AI strategy.
According to reporting by Bloomberg News, the cuts span multiple divisions, including the teams behind the Siri digital assistant, the Vision Pro mixed reality headset and Apple's Intelligent Systems Experience unit, which develops several AI-powered features across the company's devices.
The move comes as Apple accelerates work on a new generation of AI products and services while reassessing investments in areas where customer adoption has fallen short of expectations.
Job reductions span hardware and software teams
The workforce changes affect more than 200 employees across the organisation.
Key details include:
- Around 100 positions have been eliminated within the Vision Pro organisation.
- Another 100 roles have been cut across Siri and software engineering teams.
- Apple's Intelligent Systems Experience unit is also affected by the restructuring.
- The company is largely shutting down a Vision Pro gaming team and reducing the size of a group responsible for immersive video production.
Apple confirmed the organisational changes in a statement.
"We will create new roles as part of this change, it will also impact a limited number of existing roles," the company said, adding that affected employees would receive support and opportunities to apply for other positions within the company.
AI ambitions drive Siri reorganisation
The restructuring reflects Apple's broader effort to reshape its workforce around artificial intelligence.
According to Bloomberg News, the Siri changes are linked to the development of a new AI-powered version of the assistant built on a different technical architecture. The transition requires new skill sets and expertise, leading Apple to eliminate certain roles while creating new positions aligned with the updated platform.
The company's Intelligent Systems Experience team is also being reorganised as AI capabilities become embedded across more applications, services and device experiences.
Apple said it is realigning teams and resources to accelerate AI development and better support future priorities.
The changes highlight how large technology companies are increasingly redesigning organisational structures as generative AI becomes central to product roadmaps.
Vision Pro strategy shifts after slower adoption
The Vision Pro workforce reductions reflect changing priorities within Apple's mixed reality business.
Employees were told the changes were intended to better align resources with customer usage patterns and future product plans, according to Bloomberg News.
The company is scaling back investment in two areas that have struggled to gain significant traction:
- Gaming experiences designed specifically for Vision Pro.
- In-house production of immersive video content.
Immersive video has been one of the headset's flagship features since launch. However, producing 3D immersive content requires large teams of Apple employees and contractors, with individual episodes reportedly costing several million dollars to create.
Those economics have become increasingly difficult to justify given the relatively limited installed base of Vision Pro users.
Future devices remain a priority
While Apple is reducing investment in some Vision Pro initiatives, the company has told employees it remains committed to the headset platform and the visionOS operating system.
The Vision Pro launched in February 2024 and was widely viewed as a breakthrough product. However, Bloomberg News reported that the headset's size, weight and current price of $3,699 have limited broader consumer adoption.
Apple plans to continue producing immersive content on a smaller scale while encouraging third-party developers and media companies to expand the ecosystem.
The company is also prioritising work on future wearable products, including smart glasses. According to Bloomberg News, those devices are not expected to support immersive video experiences or advanced gaming features.
Bloomberg News previously reported that Apple is evaluating a new Vision Pro model that could launch as early as 2028.
For now, the latest workforce reductions signal a sharper focus on artificial intelligence and next-generation devices as Apple reallocates talent and investment towards areas it believes will define its future growth.