Apple is cutting more than 200 jobs across teams working on its Siri voice assistant, Vision Pro headset and related software as the company reshapes its priorities around artificial intelligence and future devices.
The job reductions are roughly split between the Vision Pro organization and Siri and software teams, according to reports published this week. Apple has confirmed that staffing changes are taking place, while stressing that the company is also creating new positions as part of the restructuring.
Around 100 positions are being eliminated from the Vision Pro side of the business. The changes include a major reduction in the team focused on gaming for the headset, while Apple’s immersive video operation is also being scaled back. The decision reflects the challenges Apple has faced in building a large audience for its high-end mixed-reality headset.
Vision Pro was launched in 2024 with a price of $3,499 and was positioned as a major step into spatial computing. While the headset received strong attention for its hardware and technology, its high price and limited market have made it difficult to reach a mass audience. Reports now suggest that Apple is putting less emphasis on some of the expensive content and gaming projects associated with the device.
The company is not abandoning Vision Pro completely. The headset and its visionOS software are expected to continue, and Apple is still considering future versions of the product. However, the company’s near-term attention appears to be moving toward lighter wearable devices, including smart glasses, which could reach a much broader market.
The other major part of the restructuring involves Siri and software teams. Around 100 jobs are being cut from groups connected to Siri and Apple’s Intelligent Systems Experience organization, which works on artificial intelligence features across the company’s devices.
The changes come as Apple works on a new generation of Siri built around more advanced artificial intelligence. The company has been under pressure to improve Siri’s capabilities as competitors have rapidly advanced their AI assistants and generative AI products.
Interestingly, Apple’s current job listings still show the company hiring for Siri and Apple Intelligence positions. That suggests the restructuring is not simply about reducing its investment in AI. Instead, Apple appears to be changing the types of skills and teams it needs as it moves toward a newer AI architecture.
For Apple employees, the restructuring means some established projects are losing resources while newer areas are receiving greater attention. The company says the changes are intended to help it evolve its business and deliver better experiences for customers.
For the wider technology industry, the move is another sign of how quickly artificial intelligence is changing corporate priorities. Even major technology companies are reassessing projects and shifting employees toward areas where they see stronger long-term opportunities.
Apple’s apparent interest in smart glasses is particularly notable. Competitors have already begun pushing AI-powered eyewear that combines cameras, voice assistants and other connected features without requiring users to wear a large headset. A lighter product could potentially appeal to consumers who are not interested in a $3,499 mixed-reality device.
The latest cuts therefore look less like a complete retreat from wearable technology and more like a change in direction. Apple is reducing investment in some Vision Pro activities while putting greater emphasis on AI, Siri and potentially more accessible wearable products.
The company now faces the challenge of turning those new priorities into successful products. Apple has a large installed base of iPhone, iPad and Mac users, giving it an advantage in distributing new AI features. But expectations are also high, particularly for Siri, which has struggled to keep pace with the rapid development of competing AI assistants.
The restructuring could ultimately help Apple concentrate its resources on the technologies it believes will shape its next major wave of growth. For now, however, the more than 200 job cuts show that even one of the world’s most valuable technology companies is making difficult choices as the AI race accelerates.
