Apple Reportedly Shifts Focus To AI And Smart Glasses With Job Cuts In Siri And Vision Pro Teams

• Apple cut approximately 200 positions, splitting the layoffs between its Vision Pro group and its software engineering units, including Siri and Intelligent Systems Experience. 
• The company is significantly scaling back its internal Vision Pro gaming team and immersive video production.
• Staffing adjustments reflect a technical overhaul of Siri’s underlying architecture and a strategic pivot toward AI-driven software features.

Apple Inc. (AAPL) is reportedly eliminating more than 200 positions across key departments, trimming roles within its Siri digital assistant, software engineering, and Vision Pro teams as it redirects focus toward artificial intelligence and future hardware.

The job cuts affect about 100 positions in the Vision Pro division, as well as roughly 100 roles across the Siri voice assistant team and the Intelligent Systems Experience group, which handles AI-driven software capabilities, according to a Bloomberg report.

In a company statement, Apple said the team realignments are aimed at evolving its business operations. The tech giant noted that while certain existing roles are being impacted, it will create new positions and offer affected employees transition support and opportunities to apply for alternative internal roles.

AAPL stock eased 0.6% on Friday, but closed the week 1.2% higher. 

Re-Architecting Siri And AI Features

The restructuring within the Siri and Intelligent Systems Experience divisions comes as Apple works on an updated, AI-enhanced version of its virtual assistant. Bloomberg reported that the next-generation assistant relies on a completely revised technical architecture, which requires specialized skill sets and has prompted software teams to realign to accelerate development.

Scaling Back Vision Pro Gaming And Video Content

The cuts also mark a tactical shift for the $3,699 Vision Pro spatial computer, which has struggled to gain widespread consumer adoption due to its premium price and physical weight. Apple is largely dismantling its internal Vision Pro gaming team and downsizing its dedicated immersive video production unit.

Producing 3D immersive video content has proven financially challenging, with single episodes costing millions of dollars and requiring multiple production crews. While Apple plans to continue releasing a limited selection of first-party immersive videos, it intends to rely more heavily on third-party creators to build out the ecosystem.

Despite the reductions, Apple assured employees that the Vision Pro hardware line and visionOS operating system remain active projects. However, near-term hardware priorities have pivoted toward developing smart glasses that do not require complex 3D gaming or immersive media capabilities. An updated Vision Pro model remains under consideration for potential release as early as late 2028, according to Bloomberg.

AAPL Stock: Retail View 

Retail sentiment on Stocktwits was ‘bearish’ with ‘low’ message volumes. 

AAPL stock has gained 13.5% year-to-date. 

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