Apple Cuts Jobs Across Siri and Vision Pro
Apple is cutting more than 200 jobs across its Siri, software, and Vision Pro teams. The restructuring reflects a broader shift toward artificial intelligence and new hardware products. Bloomberg first reported the changes, citing people familiar with the matter.
About 100 positions are being eliminated across the Vision Pro organisation. Another 100 roles are affected across Siri and related software teams. Apple is also restructuring its Intelligent Systems Experience team, which develops AI features across its devices.
Siri Reorganisation Targets New AI Architecture
The Siri cuts come as Apple prepares its next-generation Siri AI platform. The company unveiled the redesigned assistant at WWDC26 in June, describing it as an entirely new version built around a new architecture.
The new Siri can use personal context across messages, emails and photos. It can also perform actions across applications and retrieve current information from the web. Therefore, Apple needs engineering capabilities aligned with a more advanced AI architecture.
According to Bloomberg, the restructuring will remove some existing roles while creating new positions. Apple is therefore reallocating staff as the technical requirements for Siri evolve.
Apple said the changes were made “to evolve our business to deliver the best experiences for our users.”
The company also said:
“While we will create new roles as part of this change, it will also impact a limited number of existing roles. We are grateful to these team members for their contributions, and we are committed to supporting them throughout their transition, including opportunities to apply for other roles at Apple.”
Vision Pro Gaming and Immersive Video Face Cuts
Apple is also significantly reducing parts of its Vision Pro organisation. In particular, the company is largely shutting down a team focused on gaming for the headset.
At the same time, Apple is reducing the team responsible for producing immersive video content. The company still plans to produce immersive videos, although at a smaller scale. It also intends to encourage third-party creators to develop content for Vision Pro.
The changes come as Apple reassesses how customers use the headset. Vision Pro launched in February 2024 as Apple’s first major spatial-computing product. However, its high price and limited mass-market adoption have constrained its reach.
Apple has nevertheless confirmed that Vision Pro and visionOS remain part of its product strategy. The company is also exploring future hardware while shifting near-term attention toward smart glasses.
Apple Shifts Resources Toward AI and New Devices
The latest restructuring highlights a wider change in Apple’s priorities. AI development is becoming increasingly central as the company expands Apple Intelligence across its hardware and operating systems.
Meanwhile, Apple’s hardware strategy appears to be moving toward products that could reach a broader audience. Smart glasses are reportedly receiving greater attention, while the company continues to consider future Vision Pro hardware.
The cuts therefore do not represent an exit from spatial computing. Instead, they indicate a redistribution of resources across Apple’s emerging product categories.
For Siri, the priority is a more capable AI architecture. For Vision Pro, Apple is reducing internal content and gaming resources while maintaining the platform. Consequently, the restructuring offers a clear view of where Apple sees its next major opportunities.
The company is also creating new roles alongside the reductions. As a result, the changes are better understood as a reallocation of expertise rather than a simple retreat from innovation.
