Apple has cut more than 200 jobs across its Siri, Vision Pro and software engineering teams, Bloomberg reported on August 21, marking one of the company most significant restructurings in its spatial computing and AI divisions.
Roughly 100 positions were eliminated from the Vision Pro organization, where Apple largely shut down the gaming team and reduced the immersive video production unit. Another 100 cuts hit the Siri team and the Intelligent Systems Experience group, which oversees AI integration across Apple product portfolio.
Vision Pro Faces Sharpest Cuts
The Vision Pro headset, which launched at $3,499 in early 2024, has struggled to gain mass-market traction. Apple decision to gut the gaming team signals a narrowing of the platform focus, possibly toward enterprise and core spatial computing applications rather than consumer entertainment.
Apple confirmed the cuts in a statement to Bloomberg, saying the company was looking to evolve our business to deliver the best experiences for our users.
Siri Overhaul Drives AI Realignment
The Siri cuts come as Apple rebuilds the digital assistant on a new technical architecture designed to deliver a more contextually aware, AI-powered experience. The company is reportedly developing a next-generation Siri that can better understand user context and interact with information and apps across the Apple ecosystem.
Apple Intelligent Systems Experience team, also affected by the layoffs, has been responsible for embedding AI features across iPhone, iPad and Mac products. The restructuring suggests Apple is consolidating these efforts under a unified AI strategy.
The job cuts coincide with broader cost pressures at Apple. A global memory shortage driven by AI data center buildouts has increased production costs for flagship products, prompting Apple to raise prices on Macs and iPads earlier this summer.
Apple is simultaneously suing OpenAI over alleged trade secret theft. Reports indicate Apple is developing smart glasses as a successor platform to Vision Pro, which would explain the pivot away from the headset consumer-focused content teams.
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