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Back in 2023, Apple CEO Tim Cook called the Vision Pro “tomorrow’s engineering, today.” Three years later, Apple is cutting the teams that built the device, along with other departments, Bloomberg reports.
More than 200 jobs are being eliminated, including 100 positions inside the Vision Pro organization. Another 100 cuts are hitting Siri and AI software teams as part of a broader reorganization.
Immersive video was supposed to be the Vision Pro’s killer feature, but it’s also brutally expensive. A single episode can cost several million dollars to produce, a hard number to justify given how few people actually bought the $3,699 headset. Apple isn’t abandoning the format entirely. It plans to make fewer videos in-house while leaning on third-party developers to fill the gap.
Apple says it’s “realigning” teams rather than retreating, and that new roles will open even as others disappear. The company insists Vision Pro and its operating system aren’t going away, and it’s reportedly still weighing a new model for as early as 2028. In the meantime, its near-term focus has shifted to smart glasses that won’t even support the immersive video or advanced gaming the Vision Pro was built around.