Apple is planning to restructure several of its teams, cutting more than 200 jobs, in a move that reflects the company's clear shift in priorities towards artificial intelligence and new devices.

According to a report by Bloomberg, the cuts include around 100 positions in the Vision Pro team, while another 100 will affect the Siri and Intelligent Systems Experience teams, which work on integrating AI technologies into Apple’s devices.

Apple confirmed the job reductions, stating that its reorganization aims to provide a better user experience. It also emphasized that it will create new jobs as part of the restructuring process, despite some current positions being affected.

Artificial Intelligence at the Forefront

This move comes at a time when Apple is trying to accelerate its efforts in artificial intelligence after facing criticism for lagging behind competitors in certain AI technologies and digital assistants.

The redistribution of human resources appears to reflect a shift towards focusing on projects that Apple sees as having greater growth potential, rather than continuing with the same-sized teams working on products and projects that have not met expected targets.

Additional pressure on Vision Pro

Apple's Vision Pro has faced challenges since its launch, particularly regarding the high price and limited user base, which has prompted Apple to reconsider its mixed reality strategy and focus more on future products, including lighter and more widespread smart glasses.

The reductions in the Vision Pro team indicate that the company may be scaling down its investments in the current generation of the platform, while redirecting some resources to other projects.

Apple faces a phase of restructuring

The pressure does not only extend to AI and mixed reality teams; Apple is also facing rising costs for some components, while the prices of several Mac and iPad devices have increased in recent times.

Therefore, the layoffs appear as part of a broader restructuring aimed at reducing certain costs and redirecting resources towards AI and products on which the company is betting in the next phase.

Although Apple confirms that the changes will also include the creation of new jobs, the reduction of more than 200 positions in teams related to Siri and Vision Pro serves as a significant indicator of the company's changing priorities, especially with the intensification of competition in the AI and smart devices race.