Apple is making major changes to the teams working on its Siri voice assistant and Vision Pro mixed-reality headset. As part of the restructuring, the company is reportedly preparing to eliminate more than 200 positions.
According to a Bloomberg report, more than 100 jobs will be affected in the Vision Pro division, while around 100 additional positions could be eliminated across the Siri team and other internal units. The changes come as Apple works to strengthen its focus on AI and future hardware products.
As part of the restructuring, Apple is reportedly shutting down its entire team dedicated to gaming features for Vision Pro. The company is also reducing the size of the team responsible for producing immersive video content for the headset.
Apple’s Intelligent Systems Experience team could also be affected by the changes. The unit works on software engineering and optimisation for AI-related features across Apple’s various devices.
Apple said the restructuring is intended to align its teams with new business priorities and help deliver better experiences for users. The company also noted that while some existing positions will be eliminated, new roles will be created as part of the transition.
Apple has said it will support employees affected by the restructuring, including providing opportunities to apply for other positions within the company.
Is AI Behind Apple’s Latest Job Cuts?
Apple’s latest move comes as major technology companies such as Meta, Microsoft, Amazon and Cloudflare reduce their workforces while simultaneously increasing their investments in AI.
However, Apple’s current restructuring does not appear to be directly linked to AI automation or efforts to reduce spending on large-scale AI data centres.
Changes to the Siri team are reportedly part of Apple’s plans to make its voice assistant more AI-focused. The company is redesigning Siri’s underlying technical architecture, which has led to some existing positions being removed while resources are being redirected toward roles supporting the new Siri system.
The Intelligent Systems Experience team is also being reorganised to reflect Apple’s updated priorities. By eliminating certain positions, the company reportedly aims to allocate resources more efficiently toward integrating AI capabilities into its apps, features and services.
Meanwhile, Apple is reportedly reassessing its Vision Pro strategy based on how customers actually use the headset. The company also wants to shift more resources toward other future products.
Apple is also believed to be developing its own smart glasses. In addition, the company is reportedly working on a new Vision Pro model that could be introduced by the end of 2028.
Apple Scales Back Focus on Vision Pro Gaming and Immersive Content
Apple has reportedly made it clear that Vision Pro and visionOS are not being discontinued. Launched in February 2024, the mixed-reality headset was initially positioned as one of Apple’s most ambitious new products.
However, its price of around $3,699 has made it difficult for the device to reach a wider consumer audience.
Apple had created a dedicated team to improve gaming experiences on Vision Pro, but the headset has failed to gain the expected traction among the gaming community.
Immersive video has also been one of Vision Pro’s key features since its launch. However, the high cost of producing high-quality 3D and immersive content has put additional pressure on the business.
Going forward, Apple is expected to produce fewer immersive videos in-house while encouraging third-party companies to develop more content for the Vision Pro platform.
Apple’s latest restructuring suggests that the company is reworking its strategy for both Siri and Vision Pro. At the same time, Apple is shifting more resources toward AI-powered software experiences and its next generation of hardware products.
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