Apple Cuts Hundreds of Jobs from Vision Pro and Siri Teams to Pivot AI Strategy

Apple is trimming its workforce, cutting over 200 jobs across several teams, including the group behind its Vision Pro headset and teams working on Siri and AI integration. According to sources cited by Bloomberg, roughly 100 of those cuts hit the Vision Pro team, with the other 100 affecting Siri and an internal group called Intelligent Systems Experience, which focuses on weaving AI into Apple's devices.

Apple confirmed the layoffs to Bloomberg, framing them as part of an effort to “evolve our business to deliver the best experiences for our users.” The company also said new roles would be created as part of the change, even as it acknowledged the impact on a limited number of existing positions. TechCrunch reached out to Apple for additional comment.

The cuts come during a bumpy transition for Apple. The company is trying to shore up its position in AI, while a global memory shortage fueled by the AI buildout has pushed up production costs for its flagship products. Apple raised prices on Macs and iPads earlier this summer and recently introduced a leasing plan for major hardware products, aiming to attract a wider customer base as it absorbs new costs. In a separate front, Apple is currently suing OpenAI, accusing it of trade theft.

For developers, the reshuffle signals where Apple is placing its bets. The Vision Pro, despite its technical ambition, has struggled to find a market, and trimming its team suggests Apple is reallocating resources toward more immediately impactful AI features. The Siri cuts are notable: Apple has been criticized for falling behind in the AI assistant race, so these layoffs may be a precursor to a deeper overhaul rather than a retreat.