Apple has cut over 200 jobs, mainly affecting teams behind its Vision Pro headset and Siri digital assistant, as the company intensifies its investment in artificial intelligence technology. Around 100 positions were shed from the Vision Pro group, with another 100 roles lost in the Siri and Intelligent Systems Experience divisions responsible for embedding AI across Apple devices.
The layoffs reflect Apple’s plan to evolve its business by prioritizing AI development and improving user experiences. The company acknowledged these cuts would impact a limited number of existing roles but emphasized its commitment to creating new opportunities aligned with its AI strategy.
Siri, which has trailed competitors like OpenAI’s ChatGPT and Google’s Gemini in handling natural follow-up questions and memory retention, is undergoing a significant overhaul. The revamped Siri AI included in the iOS 18 public beta now integrates more deeply into Apple’s ecosystem, narrowing the gap in functionality with rival assistants.
Meanwhile, Vision Pro has struggled commercially despite advanced features such as micro-OLED displays and precise eye tracking. Consumer adoption has remained low, with estimated global sales dropping to roughly 45,000 units in the final quarter of 2025. This underperformance has led Apple to curtail Vision Pro operations and reallocate resources toward emerging AI projects.
Apple is also facing rising production costs driven by shortages in AI-related memory components. To mitigate these expenses, the company recently increased prices on Macs and iPads and introduced a leasing program for its major hardware products aimed at attracting more customers while offsetting costs.