Apple Cuts Over 200 Jobs As It Shifts Focus To AI And Future Devices

Apple is cutting more than 200 jobs across teams working on its Siri digital assistant, artificial intelligence (AI) software and Vision Pro headset, according to a Bloomberg report. The move comes as the company reshapes teams to focus more closely on AI and future devices.

Around 100 positions are being eliminated from the Vision Pro organisation, while another 100 jobs are being cut across Siri and software teams. Apple acknowledged the changes, saying it was realigning some teams to “evolve our business to deliver the best experiences for our users”.

“While we will create new roles as part of this change, it will also impact a limited number of existing roles,” Apple said, adding that affected employees would be supported and could apply for other roles within the company.

Siri Teams Reshaped For AI Push

The changes to Siri are linked to an upcoming AI-powered version of the assistant, which is being developed on a new technical architecture. The shift requires different expertise, prompting Apple to eliminate some existing positions, move resources and create new roles.

Apple is also cutting jobs in its Intelligent Systems Experience team, which works on AI-powered features across the company’s devices. The restructuring is intended to align teams with Apple’s growing focus on AI features across apps, services and products.

As part of the changes, some existing positions will be eliminated while new roles are created to support the company’s updated AI plans.

Vision Pro Work Faces Major Reshuffle

Apple is largely shutting down a Vision Pro team focused on gaming and reducing the size of the unit responsible for immersive video content. The company told employees the changes are aimed at directing resources towards products that better match customer usage.

Immersive video has been a key feature of the Vision Pro, but producing 3D content requires multiple crews and can cost several million dollars for an episode. Apple now plans to produce fewer videos internally while encouraging third-party companies to create content for the headset.

Apple has said the Vision Pro and its visionOS operating system are not being discontinued. However, its near-term focus is shifting towards smart glasses, which will not support immersive video or advanced gaming titles. Apple is also considering a new Vision Pro model for release as early as the end of 2028, according to the report.