Apple trims 200 roles in Vision Pro and Siri units as AI pivot accelerates
The technology giant is realigning its workforce to prioritise smart glasses and next-generation AI, with cuts concentrated in gaming and legacy software teams.
Apple has reportedly eliminated more than 200 positions across its Vision Pro and Siri software divisions as it recalibrates its product strategy towards smart glasses and advanced artificial intelligence. According to reporting by Bloomberg’s Mark Gurman, the restructuring affects approximately 100 workers in the Vision Pro division and another 100 in the Siri and software teams.
The reductions within the Vision Pro unit are primarily focused on gaming and immersive video teams. This strategic shift appears to reflect a decision that the high costs of producing immersive content are not justified by the headset’s current user base. The device, which launched at a premium price point of $3,699, has faced challenges in gaining widespread adoption due to its high cost and complex user experience.
In the software division, the cuts target staff working on the legacy version of the Siri assistant. Apple is transitioning to a new large language model-based Siri AI, which arrived with iOS 27 and requires personnel with different technical expertise. The company is effectively moving away from the older architecture to accommodate this next-generation system.
Apple acknowledged the workforce changes, stating it is realigning teams based on a changing product mix. The company noted that while new roles will be created, a limited number of existing positions would be impacted. It expressed gratitude to the affected team members and indicated it would support their transition, including opportunities to apply for other roles within the organisation.
The move follows earlier indications that Apple was prioritising lightweight AI glasses over its current high-end headset. Rumours emerged last year that the company had shelved a direct successor to the Vision Pro in favour of developing Meta-like AI glasses. Additionally, the departure of the Vision Pro division’s vice-president to OpenAI has further signalled a shift in internal focus.
Despite the immediate cuts, Apple remains committed to the Vision Pro platform. The company has told employees that the headset and its VisionOS operating system are not being discontinued, with a new model planned for release as early as 2028. However, with current efforts concentrated on smart glasses that do not support immersive video or gaming, the reduction in those specific areas was likely inevitable.
