Apple cuts more than 200 jobs across Siri and Vision Pro teams amid AI push

Apple is cutting more than 200 jobs across teams working on its Siri digital assistant, artificial intelligence and Vision Pro headset, as the company shifts resources towards new devices and AI-powered products, Bloomberg reported.

Cuts affect Siri and AI teams

About 100 positions are being eliminated across Siri and software teams, while another 100 jobs are being cut from the Vision Pro organisation, according to people familiar with the changes.

Apple is also restructuring its Intelligent Systems Experience team, which works on AI-powered features across its devices.

The Siri changes are linked to an upcoming AI-focused version of the assistant, which is being developed on a new technical architecture. The restructuring will eliminate some existing roles while creating new positions.

Vision Pro gaming team largely shut down

Apple is also largely shutting down a Vision Pro team focused on gaming and reducing the size of the unit producing immersive video content.

The changes reflect efforts to align Vision Pro resources with how customers are using the headset and shift investment towards future products.

Apple said it was realigning some teams “to evolve our business to deliver the best experiences for our users” and that new roles would also be created.

Vision Pro faces limited demand

The Vision Pro launched in February 2024 as a major new product for Apple, but its high price and bulky design have limited its appeal.

The headset currently costs $3,699, while its immersive video content can require multiple production crews and millions of dollars to produce.

Apple plans to continue producing immersive videos, but on a smaller scale, while encouraging third-party companies to create content for the headset.

Apple shifts focus to future devices

Apple has told employees that the Vision Pro and its visionOS operating system will continue.

The company is instead focusing in the near term on smart glasses, which are not expected to support immersive video or advanced gaming features.

Apple is also considering a new Vision Pro model as early as the end of 2028, Bloomberg has reported.