Apple has eliminated more than 200 positions across its Vision Pro headset team, Siri digital assistant, and a group called Intelligent Systems Experience, which integrates AI into Apple devices.
The company is reshuffling its workforce to concentrate on newer AI initiatives and device development, according to sources familiar with the changes. Apple confirmed the cuts in a statement, saying it aims "to evolve our business to deliver the best experiences for our users" and will create new roles as part of the strategic shift.
The cuts reflect a broader shift in capital allocation at Apple. A global memory shortage driven by AI infrastructure buildout has inflated production costs for flagship hardware. The company raised prices on Mac computers and iPad tablets this summer and introduced a leasing plan to spread costs across customers.
Vision Pro, Apple's high-priced spatial computing headset, has struggled to gain traction in a niche market. The 100-person reduction signals the company's willingness to cut losses on products that don't scale, freeing engineering resources for higher-margin opportunities.
Siri's cuts are more telling. The digital assistant remains a commodity feature in a crowded market dominated by ChatGPT and other large language models. By reducing its dedicated team, Apple can consolidate AI work under initiatives with clearer commercial returns—likely including on-device AI features tied to its core hardware business.
The restructuring occurs as Apple faces legal pressure from its own lawsuit against OpenAI, accusing the AI research firm of trade theft. The case underscores competitive tensions in AI development and Apple's push to own more of its AI stack rather than depend on third-party models.
