Apple cuts 200 employees from Vision Pro and Siri teams

Apple has reportedly cut more than 200 employees across several company teams, including around 100 employees from the team developing the Vision Pro device.

According to a TechCrunch report on Friday (21/8) local time, the cuts also affected the Siri team and the Intelligent Systems Experience team, which focuses on developing and deploying artificial intelligence (AI) across Apple devices.

Overall, more than 200 employees were affected by the restructuring. Apple is said to be making organisational changes to shift the company’s focus towards AI development and new devices.

Apple said the move was part of efforts to grow the business and deliver a better experience for users.

“While we will create new positions as part of these changes, the move will also affect a number of existing positions,” Apple said.

The Vision Pro is Apple’s mixed-reality device that has faced a number of challenges since its introduction in 2024.

Apple was previously reported to have changed its Vision Pro development strategy and is now focusing more on AI-based devices, including smart glasses.

On the other hand, Apple is working to strengthen its AI technology and improve Siri’s capabilities amid competition with other technology companies that are also developing similar features.

The changes come as production costs for a number of Apple devices have increased. One factor is the shortage of memory components occurring alongside the rising global demand for AI infrastructure.

Apple previously raised the prices of several Mac and iPad products in the middle of this year. The company also introduced a rental programme for its main devices through a partnership with Klarna.

The programme is one way for Apple to reach more consumers while coping with rising costs.