Apple is cutting more than 200 jobs as the tech giant sharpens its focus on AI and updates its Siri digital assistant.
Roughly 100 of the eliminated positions are tied to the Vision Pro team.
Another 100 hit groups working on Siri and the Intelligent Systems Experience team, the division focused on bringing generative AI features into Apple devices.
This software reshuffle comes as Apple eliminates legacy engineering roles to clear room for specialists who can rebuild Siri on an entirely new generative AI architecture.
Apple confirmed the cuts, saying it was “looking to evolve our business to deliver the best experiences for our users.”
“While we will create new roles as part of this change, it will also impact a limited number of existing roles,” the company said.
Siri has lagged behind OpenAI’s ChatGPT and Google Gemini for years, particularly when it comes to remembering what users were talking about and handling follow-up questions naturally.
Siri has historically responded with a basic web link instead of actually answering the question.
The company’s revamped “Siri AI” in the public beta of iOS 18 has narrowed the functional gap by focusing on integration across its ecosystem.
Meanwhile, Vision Pro has become one of Apple’s biggest commercial disappointments.
The headset features industry-leading micro-OLED displays and precise eye-tracking, but consumers haven’t embraced it.
Apple never released official sales figures, but estimated global sales fell to just 45,000 units in the final quarter of 2025.
In response, Apple is trimming its Vision Pro operations while shifting resources toward newer AI efforts and devices.
The company is also dealing with higher production costs as an AI-driven memory shortage pushes up expenses.
Apple raised prices on its Macs and iPads earlier this summer and recently introduced a leasing plan covering its major hardware products as it looks to bring in more customers while offsetting those costs.