Meta’s established presence in the extended reality (XR) market, spanning over a decade, is poised to expand with the anticipated release of a consumer-grade Orion smart glasses next year. Apple, aiming to compete in the same arena, is now targeting a later entry with its own augmented reality (AR) smart glasses, according to a recent industry report from market research firm Omdia.
Apple’s Adjusted AR Strategy
While Meta is on track to deliver AR glasses with displays for both eyes in 2025, Apple’s initial foray into the smart glasses market will take a different form. Omdia predicts Apple’s AR smart glasses won’t be ready until 2028. This delay is partially attributed to ongoing challenges in perfecting Apple Intelligence, suggesting a deeper integration of AI capabilities is central to the company’s vision for its wearable technology.
The Vision Pro as a Stepping Stone
The Apple Vision Pro, released in 2024, represented Apple’s initial venture into the mixed reality (MR) headset space. Despite modest sales expectations, the $3,499 price tag proved a significant barrier to widespread adoption, even among enterprise clients. The headset’s performance in the market has been underwhelming, highlighting the challenges of introducing a premium, niche product into a relatively nascent market. The comparatively quick sell-out of Samsung’s Galaxy Z TriFold, despite its own high price, demonstrates the importance of established product categories and consumer demand.
However, reports following the Vision Pro’s launch indicate that Apple’s ultimate goal wasn’t necessarily the headset itself, but rather the development of AR smart glasses. The Vision Pro served as a crucial stepping stone, allowing Apple to establish a foothold in the XR industry and overcome technological limitations that previously hindered the creation of more practical, everyday AR eyewear. Essentially, the Vision Pro was a demonstration of Apple’s capabilities and a platform for developing the underlying technologies needed for a future generation of smart glasses.
Design and Features of the Upcoming Apple Glasses
The forthcoming Apple Glasses are envisioned as sleek, fashion-forward devices, a departure from the bulkier form factor of the Vision Pro. The design is expected to prioritize lightweight construction, aiming for a weight of under 50 grams. Premium materials like titanium, aluminum and durable plastics will likely be used to achieve both durability and aesthetic appeal. Multiple styles and colors are anticipated, positioning the glasses as a fashion accessory as much as a technological device.
Functionality will focus on practical, everyday applications. The glasses are expected to integrate cameras, microphones, and an upgraded Siri assistant, providing features such as real-time translations, object recognition, and support for daily tasks. Discreet heads-up intelligence will deliver information without requiring users to constantly look at their iPhones. Touch-sensitive stems may offer simple tap controls, while eye-tracking technology could enable context-aware interactions based on the user’s gaze.
Privacy and Customization
Privacy is a key consideration in the design of the Apple Glasses. The inclusion of an LED indicator to signal when the camera is active is intended to address concerns about surreptitious recording. Customization options, including prescription lens compatibility – building on the existing Zeiss partnership established with the Vision Pro – will cater to a wider range of users. Apple is reportedly exploring 3D printing technology for manufacturing to facilitate these customization options and potentially streamline production.
Competition with Meta and the Broader Market
Apple’s entry into the smart glasses market is directly aimed at challenging Meta’s dominance, particularly its Ray-Ban smart glasses. The competition is expected to drive innovation and lower prices, ultimately benefiting consumers. However, the market remains relatively immature, and the success of both Apple and Meta will depend on their ability to deliver compelling features and address consumer concerns about privacy, battery life, and usability. The initial Apple Glasses are expected to be priced between $499 and $1,000, depending on the configuration and features selected, positioning them as a premium offering within the emerging smart glasses landscape.
The delay in Apple’s AR glasses release underscores the complexity of developing truly compelling AR technology. While the Vision Pro provided valuable learnings, the company is clearly prioritizing a more refined and integrated experience with its future smart glasses, leveraging its strengths in design, software, and AI to create a product that seamlessly blends technology with everyday life.
