Apple Cuts 200+ Jobs Across Siri and Vision Pro Teams
Apple has confirmed layoffs affecting more than 200 employees across its Siri and Vision Pro divisions, marking one of the company's most significant workforce reductions in recent years. The cuts, first reported by Bloomberg and corroborated by multiple outlets, come just days before a scheduled CEO transition, adding a layer of strategic significance to the move.
According to sources familiar with the matter, approximately 100 positions were eliminated from the Vision Pro organization, with a similar number cut from Siri and related software engineering teams. The company also trimmed roles within its Intelligent Systems Experience team, which develops AI features across iPhone, iPad, and Mac platforms.
In a statement, an Apple spokesperson described the changes as part of an effort "to evolve our business to deliver the best experiences for our users," while emphasizing that the company would "create new roles as part of this change." Affected employees have been encouraged to apply for other positions within Apple, and the company has committed to supporting them through the transition.
The layoffs were distributed unevenly across the two divisions, according to internal reports. The Vision Pro team bore the brunt, with Apple largely shutting down its gaming-focused unit and scaling back the team responsible for producing immersive video content. Meanwhile, the Siri cuts are tied to the upcoming launch of Siri AI, a revamped digital assistant built on a new technical architecture that requires different expertise.
Vision Pro: A Strategic Retreat
The Vision Pro cuts represent a significant retreat from Apple's ambitious augmented reality (AR) headset, which launched to critical acclaim but struggled to gain commercial traction. The company has confirmed that it is "largely shutting down" the Vision Pro gaming team and reducing in-house production of immersive video—the 3D content that was a cornerstone of the device's marketing.
These immersive videos, which cost several million dollars per episode to produce, were shot by multiple crews of Apple staff and contractors. However, the audience for such content remained small, making the expense unsustainable. Apple has indicated that it will still produce a smaller number of videos in-house but will increasingly rely on third-party studios to create immersive content.
Despite the cutbacks, Apple has reassured employees that the Vision Pro and its visionOS operating system are not being abandoned. The company is reportedly shifting its immediate focus toward developing smart glasses, which would be lighter and more affordable than the Vision Pro. According to Bloomberg, Apple is still considering a new Vision Pro model for release as early as 2028.
Siri: Rebuilding for the AI Era
The Siri layoffs are part of a broader reorganization ahead of the launch of Siri AI, Apple's next-generation digital assistant. The revamped Siri is built on a new technical architecture designed to better compete with AI chatbots from OpenAI, Anthropic, and Google. Apple has partnered with Google to revamp Siri, a move that underscores the company's urgency in catching up on AI.
The restructuring will "eliminate a small number of existing roles, reallocate resources and create new positions supporting the updated Siri," according to Apple. This suggests that the layoffs are not purely cost-cutting but rather a realignment of skills and priorities. The Intelligent Systems Experience team, which focuses on AI-powered features, is also being reorganized to accelerate development as more teams integrate AI into their products.
Context: A CEO Transition and a Shifting Tech Landscape
The layoffs come at a pivotal moment for Apple, as the company prepares for a change in leadership. The news of the cuts, reported just days before the CEO transition, raises questions about the strategic direction under new leadership. While Apple has not disclosed the exact timeline, the timing suggests that the incoming CEO will inherit a company in the midst of significant internal shifts.
The decision to cut jobs in these areas is not entirely surprising. Apple has been under increasing pressure to demonstrate progress in AI, where rivals like OpenAI and Google have made sweeping advances. At the same time, the Vision Pro's high price point and limited content library have hampered its adoption, leading to speculation that Apple might pivot its AR strategy.
The layoffs also reflect a broader trend in the tech industry, where companies are reevaluating their workforces in response to changing market conditions. While Apple has historically avoided large-scale layoffs, this move signals a willingness to make targeted cuts to realign resources toward future priorities.
The Broader Implications for Apple and the Tech Industry
These layoffs are emblematic of a larger shift in the tech sector, where companies are increasingly focusing on AI and other high-growth areas at the expense of projects that have not met expectations. Apple's decision to trim its immersive video production and gaming efforts for the Vision Pro is a clear acknowledgment that the company's enthusiasm for the headset may have outpaced consumer demand.
The move also highlights the challenges Apple faces in balancing innovation with profitability. The company's legendary secrecy and product development process have often insulated it from the kind of public scrutiny that accompanies layoffs. However, as the tech industry faces economic headwinds and investor pressure, even Apple must make difficult choices.
For the employees affected, the transition may be particularly challenging given Apple's historically stable employment environment. However, the company's commitment to helping staff find other roles within the organization suggests a degree of care that is not always present in corporate downsizing.
What This Means for Apple's Future
The layoffs are likely to have reverberations across Apple's product roadmap. The reduced emphasis on immersive video could slow the development of content for the Vision Pro, potentially making it less attractive to consumers. However, the company's pivot toward smart glasses suggests a more pragmatic approach to AR, one that may yield a more mainstream product.
Similarly, the Siri reorganization indicates that Apple is serious about competing in the AI space. The launch of Siri AI, powered by a new architecture and a partnership with Google, could mark a turning point for the digital assistant, which has lagged behind its competitors in recent years.
As Apple enters a new era of leadership, these changes signal a willingness to make bold moves to stay ahead in a rapidly evolving industry. While the layoffs are a sobering reminder of the human cost of corporate strategy, they also underscore Apple's determination to adapt to a changing technological landscape.
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