• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

The rise of 'conspicuous waiting': The 19th-century economic theory that explains why Gen Z posts their place in line

2

Tim Cook signed off on his final Apple earnings call with a warning about a ‘100-year flood’ in memory chip pricing

3

He worked 100-hour weeks to save a nearly bankrupt boat company. At 83, he’s just turned down $400 million for it—and gave it all to charity instead

1

The rise of 'conspicuous waiting': The 19th-century economic theory that explains why Gen Z posts their place in line

2

Tim Cook signed off on his final Apple earnings call with a warning about a ‘100-year flood’ in memory chip pricing

3

He worked 100-hour weeks to save a nearly bankrupt boat company. At 83, he’s just turned down $400 million for it—and gave it all to charity instead
SuccessLayoffs

Tim Cook’s no-layoff strategy wears thin as Apple presents some workers with a choice: Reapply for their job or get laid off

By
Chloe Berger
Chloe Berger
Down Arrow Button Icon
By
Chloe Berger
Chloe Berger
Down Arrow Button Icon
April 4, 2023, 2:30 PM ET
Apple CEO Tim Cook
Apple CEO Tim Cook is eliminating some corporate retail roles.Roy Rochlin / Stringer—Getty Images
Add Fortune on Google for similar content.

Things are cooking for Apple CEO Tim Cook. Emerging from a slow fiscal quarter due to slowing tech product demand and a sluggish economy, Apple is continuing to push for cost-cutting measures.  

The latest: eliminating jobs across its development and preservation teams, the corporate retail division that oversees the maintenance and construction of Apple stores. Most employees in these departments are being asked to reapply for similar roles, employees told Bloomberg’s Mark Gurman. Those who don’t will be laid off and receive up to four months of severance pay, a source said, although they could be rehired in a contributor role for less pay. 

It’s unclear how many roles are being eliminated, sources said, but it impacts those in the U.S., Europe, and Asia-Pacific. Apple did not respond to Fortune’s request for comment.

Apple has so far avoided the mass layoffs that have been sweeping the tech industry, largely because it didn’t go on a pandemic hiring binge the way that companies like Meta did. Cook has also taken several steps to slash budgets elsewhere to avoid putting full-time corporate workers on the chopping block, such as cutting his own CEO’s pay by 40%, delaying bonuses, pausing hiring, and minimizing travel.

“Apple is frugal by nature,” Credit Suisse Group AG analyst Shannon Cross told Fortune in March, adding that its strategy “comes down to the management’s stewardship of shareholder dollars and a tight focus on what growth opportunities to invest in.”

The move comes after Cook began cracking down on corporate workers turning a blind eye to his hybrid mandate. Platform’s Zoë Schiffer tweeted that some teams said failure to comply could lead to termination, though it’s not a companywide policy. Apple is also reportedly tracking its employee attendance through badge records and issuing warnings to those who aren’t coming in as much, she added. 

While Cook is describing the job cuts as a streamlining effort, it seems that he’s gradually bringing down the hammer at Apple. 

Subscribe to Well Adjusted, our newsletter full of simple strategies to work smarter and live better, from the Fortune Well team. Sign up today.
About the Author
By Chloe Berger
LinkedIn iconTwitter icon
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Success

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

Latest in Success

Mark Cuban’s cofounder once told him: ‘We don’t get as much done because people are afraid of you’
C-SuiteMark Cuban
Mark Cuban’s cofounder once told him: ‘We don’t get as much done because people are afraid of you’
By Sarah GlodekJuly 31, 2026
7 hours ago
laptop
North AmericaEducation
The post-pandemic classroom is quietly ditching the laptop-for-every-kid model
By Janice Mak and The ConversationJuly 31, 2026
8 hours ago
‘Retiring backwards’: How cold economic reality forced Gen X into something like the reverse of baby boomers’ golden years
SuccessRetirement
‘Retiring backwards’: How cold economic reality forced Gen X into something like the reverse of baby boomers’ golden years
By Nick LichtenbergJuly 31, 2026
8 hours ago
Young Gen Z content creator films videos
Successinfluencers
More than half of Gen Zers want to become influencers—so now Arizona State University is offering a content creation degree for $142K
By Emma BurleighJuly 31, 2026
8 hours ago
Jensen Huang speaks into a microphone
SuccessCareers
Jensen Huang says this is the greatest time in history to start a business—and his advice is to stop overthinking it: ‘How hard can it be?’
By Preston ForeJuly 31, 2026
9 hours ago
national guard
LawCrime
National Guard major rented hotel rooms on the government’s dime just to hide a second wife, prosecutors say
By Jonathan J. Cooper and The Associated PressJuly 31, 2026
11 hours ago

Most Popular

The rise of 'conspicuous waiting': The 19th-century economic theory that explains why Gen Z posts their place in line
Retail
The rise of 'conspicuous waiting': The 19th-century economic theory that explains why Gen Z posts their place in line
By Tatiana SatauaJuly 31, 2026
17 hours ago
Tim Cook signed off on his final Apple earnings call with a warning about a ‘100-year flood’ in memory chip pricing
Big Tech
Tim Cook signed off on his final Apple earnings call with a warning about a ‘100-year flood’ in memory chip pricing
By Alexei OreskovicJuly 30, 2026
24 hours ago
He worked 100-hour weeks to save a nearly bankrupt boat company. At 83, he’s just turned down $400 million for it—and gave it all to charity instead
Success
He worked 100-hour weeks to save a nearly bankrupt boat company. At 83, he’s just turned down $400 million for it—and gave it all to charity instead
By Preston ForeJuly 29, 2026
2 days ago
Millennials say they’ll refuse to care for aging boomer parents—but they’ll be forced to as their inheritance shrinks to 40 cents on the dollar
Personal Finance
Millennials say they’ll refuse to care for aging boomer parents—but they’ll be forced to as their inheritance shrinks to 40 cents on the dollar
By Nick LichtenbergJuly 31, 2026
17 hours ago
Costco's $14 million email settlement: Who qualifies for an up-to $500 payment and how to claim before the Aug. 24 deadline
Retail
Costco's $14 million email settlement: Who qualifies for an up-to $500 payment and how to claim before the Aug. 24 deadline
By Sydney LakeJuly 29, 2026
2 days ago
The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'
Real Estate
The millennial generation is split in 2: an older crowd with boomer-style comfort, a younger set going 'back to the early 1900s'
By Nick LichtenbergJuly 25, 2026
7 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.