Apple has eliminated over 200 positions within the Siri and Vision Pro teams.
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Apple is reducing its workforce by over 200 positions, with approximately 100 jobs affected in the Vision Pro division and another 100 in the Siri and related software teams, which includes a significant downsizing of the gaming department for the headset. The company indicates that this is part of a realignment of teams and will involve the creation of new roles.
The company is framing this move as a reallocation rather than a retreat. Apple has stated that it is reorganizing its teams “to evolve our business” and will create new positions in conjunction with the ones being eliminated.
Two specific areas within Vision Pro are particularly impacted. The team dedicated to gaming for the headset is being mostly disbanded, and the group responsible for producing immersive video content is being reduced in size.
The financial aspects of that video production provide significant insight. Each 3D production requires numerous crews of employees and contractors, with an episode of an immersive series costing several million dollars, and the audience is limited.
Despite these cuts, Apple is not abandoning the headset. It has informed employees that both Vision Pro and visionOS are ongoing initiatives, with the possibility of a new model being considered as early as late 2028.
The more immediate product being developed is a set of smart glasses. Apple is currently testing four different frame designs that will not support immersive video or extensive gaming.
The changes to Siri represent a different type of transition. The assistant is undergoing a rebuild on a new technical framework, necessitating different skills, leading to the removal of some positions and the creation of new ones.
Apple's focus appears to be shifting towards a market that centers in Europe. Meta has partnered with the Franco-Italian eyewear company EssilorLuxottica to produce its glasses and has launched its own brand at a price of $299.
That price point is something Apple must contend with. The Vision Pro retails for $3,699, which is about twelve times the cost of its competitors.
News coverage of this situation has evolved rapidly, with updated figures reflecting that the cuts in the Vision division are now reported to exceed 200 across various teams, contrary to earlier reports of around 60.
The direction of this shift is becoming clear. Apple is stepping back from a headset that has seen negligible sales and moving towards an eyewear market dominated by European players, where the entry price is significantly lower than its current offerings.
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Apple has eliminated over 200 positions within the Siri and Vision Pro teams.
Apple is eliminating over 200 positions within Siri, its AI software division, and Vision Pro, primarily disbanding the gaming team for the headset as it shifts focus to glasses.