Apple Cuts Hundreds of Jobs Amid AI Push and Vision Pro Struggles

Apple has eliminated more than 200 positions as it shifts strategic focus towards artificial intelligence and enhances its Siri digital assistant. The job cuts impact approximately 100 roles within the Vision Pro team and another 100 in divisions dedicated to Siri and Intelligent Systems Experience, the group responsible for integrating AI into Apple's product line.

In a statement, Apple confirmed the workforce reductions, stating the company is "looking to evolve our business to deliver the best experiences for our users." The company added, "While we will create new roles as part of this change, it will also impact a limited number of existing roles."

Siri has historically lagged behind competitors such as OpenAI's ChatGPT and Google Gemini, particularly in its ability to retain conversational context and handle follow-up questions naturally. Often, Siri has responded by providing web links rather than direct answers.

The company's updated "Siri AI," currently in public beta for iOS 18, aims to bridge this gap by focusing on deeper integration across Apple's ecosystem. This initiative coincides with challenges faced by the Vision Pro headset, which has not met commercial expectations.

Despite featuring advanced micro-OLED displays and precise eye-tracking, the Vision Pro has seen limited consumer adoption. While Apple has not released official sales figures, estimates suggest global sales were as low as 45,000 units in the final quarter of 2025. Consequently, Apple is scaling back its Vision Pro operations to redirect resources toward its AI initiatives and other emerging devices.

Apple is also contending with increased production costs, partly due to an AI-driven memory shortage that is driving up expenses. The company has recently implemented price increases on its Mac and iPad lines and introduced a leasing plan for its major hardware products, an effort to attract more customers while mitigating rising costs.