Apple is reportedly cutting jobs across teams working on Siri, Vision Pro and software-based AI features, in a restructuring that puts the company’s priorities into sharper focus.
More than 200 roles are affected, according to Bloomberg, including around 100 within the Vision Pro organisation.
The remainder are said to be spread across Siri and Intelligent Systems Experience, a software engineering group involved in AI features across Apple devices.
Apple confirmed it was realigning parts of the business, saying it needed to “evolve our business to deliver the best experiences for our users”.
The company added that while it would create new roles through the changes, a “limited number” of existing positions would be affected. It said impacted staff would be supported in seeking other positions at Apple.
The cuts appear to draw a line between Apple’s immediate AI plans and its more experimental spatial-computing ambitions.
Siri Is Changing – And So Are the Teams Behind It
Apple’s changes to its Siri organisation are reportedly linked to the new architecture underpinning Siri AI, its rebuilt assistant announced at WWDC in June.
The upgraded assistant is designed to understand onscreen content and personal context, conduct more natural conversations, and take actions in apps. Apple has framed it as a system-wide AI layer across its products, including iPhone, iPad, Mac, Apple Watch and Vision Pro.
But rebuilding an assistant around those capabilities is not a routine software update. It requires different engineering skills, new infrastructure and closer coordination between the teams that build Apple’s operating systems, applications and AI models.
That appears to be what is driving the reshuffle.
For organisations that manage Apple devices, the changes underline the scale of Apple’s Siri ambitions. The company wants the assistant to move beyond simple voice commands and become a more active part of daily work: pulling together relevant information, helping draft content, responding to what is on screen and completing tasks across apps.
Whether it can deliver that reliably – and with the privacy protections enterprise customers expect – is the bigger test.
Apple has positioned its Private Cloud Compute platform as a way to handle more complex AI requests without retaining user data. It has also said third-party developers can extend Siri’s usefulness through deeper Spotlight integration.
The technology is promising, but the company now has to make it work consistently across its huge installed base of devices and apps.
Vision Pro’s Content Problem
The Vision Pro changes look more immediate.
Bloomberg reports that Apple is largely shutting down a gaming team for the headset and cutting back the group responsible for creating immersive video content. The company is expected to continue making a smaller number of immersive titles itself, while encouraging third-party producers to supply more of the content.
