Apple Reduces Sales Roles As Company Restructures Client Strategy
Apple Inc. has cut dozens of sales positions in a rare move for the tech giant, aiming to simplify how it serves businesses, schools, and government clients.
Employees across multiple teams within the sales organisation were affected, with some groups seeing deeper reductions.
Sources familiar with the matter said staff were notified over the past couple of weeks, though Apple declined to disclose the total number of roles eliminated.
Who Was Impacted And How Were They Notified
Affected roles included account managers handling major enterprise, education, and government accounts, as well as staff operating Apple’s briefing centres — key venues for institutional meetings and high-profile product demonstrations for prospective clients.
Many employees described the cuts as unexpected, noting that large-scale layoffs are uncommon at Apple compared with other tech firms.
A company spokesperson confirmed the reshuffle, stating,
“To connect with even more customers, we are making some changes in our sales team that affect a small number of roles. We are continuing to hire, and those employees can apply for new roles.”
Employees impacted by the layoffs have until 20 January 2026 to secure alternative positions within Apple, or they will receive a severance package.
Are Third-Party Resellers Driving The Changes
Internally, Apple framed the cuts as part of a strategy to streamline the sales workforce and reduce overlapping responsibilities.
However, some affected employees believe the move is intended to shift more sales through third-party resellers, known internally as the channel.
These indirect sellers are preferred by some businesses and allow Apple to reduce internal costs such as salaries.
The reductions hit long-serving managers, including staff with 20 or 30 years at the company.
A significant portion of the cuts targeted a government sales team that works with agencies such as the US Department of Defense and the Department of Justice.
This team had already been under pressure from the 43-day US government shutdown and budget cuts from the Department of Government Efficiency, known as DOGE.
How The Changes Fit Into Apple’s Growth Strategy
Despite the layoffs, Apple continues to experience strong revenue growth.
The company reported $102 billion in revenue for the September quarter, up 8% year-on-year, and analysts expect sales for the December quarter to approach $140 billion, potentially setting a new record.
To attract new clients in business and education, Apple plans to launch a budget-friendly laptop early next year.
The recent cuts follow earlier reductions in Australia and New Zealand, where around 20 sales positions were eliminated several weeks ago.
Apple’s sales organisation reports directly to CEO Tim Cook and is led by long-tenured vice president Mike Fenger, with Vivek Thakkar overseeing enterprise and education sales after taking on expanded responsibilities earlier this year.
Why Apple Chooses Layoffs Sparingly
Apple has historically relied less on layoffs than other tech peers.
Cook has previously described workforce reductions as a “last resort.”
When cuts do occur, they are often structured to avoid triggering US WARN notices.
In 2024, Apple made larger reductions due to product cancellations and economic pressures, affecting teams working on self-driving cars, in-house screens, AI initiatives, and parts of its services division.
Meanwhile, other tech companies continue wider layoffs, including Amazon, which recently announced cuts exceeding 14,000 employees, and Meta, which eliminated several hundred AI-related roles.
The reshuffle signals a notable shift in Apple’s approach to sales operations, balancing internal workforce efficiency with increased reliance on external partners while navigating ongoing growth and evolving client demands.
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