Apple cuts 200+ jobs from Siri, Vision Pro teams

Apple has cut more than 200 jobs across several teams, including around 100 from the Vision Pro group, the unit behind its long-struggling VR headset, according to Bloomberg. The other roughly 100 cuts hit the team behind Siri and a separate group called Intelligent Systems Experience, which focuses on integrating AI into Apple’s devices. Sources told Bloomberg the company is reshuffling to concentrate on its newer AI efforts and new devices rather than on the units affected. Apple confirmed the cuts, telling Bloomberg it was looking “to evolve our business to deliver the best experiences for our users,” and adding: “While we will create new roles as part of this change, it will also impact a limited number of existing roles.” TechCrunch reached out to Apple for more information.

The cuts land during a bumpy stretch for Apple. The company is trying to fix its position in AI at the same time as a memory shortage tied to the broader AI buildout has driven up the cost of producing its flagship products. Apple raised prices on Macs and iPads earlier this summer, and it recently introduced a leasing plan across all of its major hardware products — an attempt to bring in a broader range of customers as it offsets those new costs. The company is also currently suing OpenAI, which it has accused of trade theft, adding a legal front to a period already defined by internal reorganization and rising component costs.

Why it matters

Cutting Siri staff while reorganizing around “newer AI efforts” is a strange-sounding combination unless Apple’s post-Siri-overhaul AI bet now lives somewhere else in the org chart. For a company already raising device prices to cover AI-driven memory costs, how it redeploys — rather than just cuts — this headcount will say more about its AI strategy than the layoff number itself.