Apple is cutting more than 200 jobs from the teams behind its voice assistant Siri and its mixed-reality Vision Pro headset, part of a reorganization aimed at concentrating its core resources on advancing artificial intelligence and developing next-generation devices.
According to Bloomberg on the 22nd local time, Apple plans to eliminate more than 200 positions, including about 100 from the Vision Pro organization and about 100 from its Siri and AI software development teams. The "intelligent system experience" team, which has handled some on-device AI features under the software engineering division, is also among those affected. In an official statement, Apple said it is "reshaping some teams as it advances its business to deliver the best experience for users," adding that the move "will create new roles while affecting some existing positions."
The overhaul of the Siri development organization coincides with the planned launch of an AI-enhanced version of Siri built on a new technical architecture. Apple is simultaneously eliminating some existing positions and creating new roles to redeploy specialized talent in line with the development of new AI features.
The changes tied to Vision Pro are attributed mainly to its high-cost structure. Immersive video had been a key selling point since the Vision Pro's launch, but producing a single 3D video costs millions of dollars while the actual number of Vision Pro users remains limited, creating a significant business burden. Apple plans to continue producing immersive video in-house but on a smaller scale, while encouraging third-party firms to develop content instead. The Vision Pro gaming team is effectively being wound down, as the headset failed to win strong support among gamers.
Apple told employees it is not abandoning the Vision Pro or its visionOS operating system. In the near term, the company plans to focus on launching smart glasses that will not support immersive video or high-end games. Bloomberg reported that Apple is considering launching a new Vision Pro model as early as late 2028. The Vision Pro drew attention as an innovative product when it launched in February 2024, but has struggled to expand sales because of its $3,699 price and the discomfort of wearing it.
