# Apple Investigates Smart Glasses: The Next Frontier of AR and VR
Following the highly anticipated launch of the Vision Pro last year, Apple is allegedly intensifying its focus on augmented reality (AR) and virtual reality (VR) content. Recent information suggests that the technology behemoth is seriously weighing the creation of smart glasses, an effort that seems to be gaining momentum within the organization. A Bloomberg report reveals that Apple has started an internal review, codenamed “Atlas,” intended to collect employee insights on smart glasses.
## Internal Review: Atlas
The Atlas project commenced last week, inviting Apple employees to share their opinions and experiences concerning current smart glasses available in the market. An email distributed to chosen staff highlighted the significance of user input in the product development cycle, stating, “Testing and developing products that everyone can appreciate is crucial to what we aspire to at Apple.” This methodology illustrates Apple’s strategy of maintaining confidentiality around product plans by seeking feedback from its internal workforce instead of external users.
Traditionally, Apple has utilized this approach when venturing into new product domains, showcasing a genuine dedication to the smart glasses initiative. The internal review implies that Apple is not solely pondering the concept but is actively progressing towards the creation of its own smart glasses.
## The Market Competition
This is not the first occasion rumors have emerged regarding Apple’s interest in smart glasses. Nevertheless, the current initiative seems to indicate a further advanced phase of development. Although the Vision Pro, priced at $3,499, has not reached blockbuster status, rivals such as Meta have secured a position in the market with their smart glasses developed in partnership with Ray-Ban.
Meta’s Ray-Ban glasses, despite lacking a display, provide functionalities like music playback, call handling, AI assistant engagement, and photo and video recording. This starkly contrasts with the advanced features and high price of the Vision Pro, motivating Apple to explore a more affordable, lighter alternative for consumers.
## Innovations from Rivals
The competition in the smart glasses arena is intensifying. Recently, Meta introduced its latest endeavor, named “Orion,” which incorporates Micro LED projectors embedded in the frames to project images straight into the user’s line of sight. While Orion is not yet poised for market introduction, early testers have lauded its technology, emphasizing the benefits of smart glasses over bulkier headsets.
## Looking Forward: Apple’s Vision for Smart Glasses
Despite the encouraging advancements, reports indicate that it may take years before Apple presents its smart glasses to the public. In the meantime, the company is also concentrating on developing a more budget-friendly version of the Vision Pro, in addition to a second-generation model featuring a quicker chip. This dual strategy reflects Apple’s aim to serve a wider audience while upholding its reputation for innovation.
## Conclusion
As Apple embarks on its path to create smart glasses, the tech world is observing with great interest. The Atlas initiative marks a crucial transition in Apple’s engagement with AR and VR technologies, potentially paving the way for a new product category that could transform how users interact with digital experiences. Although the journey may be lengthy, Apple’s dedication to innovation and user satisfaction hints that the future of smart glasses could be promising. As the AR and VR landscape continues to change, Apple’s entry into the smart glasses sector might have considerable ramifications for both consumers and competitors alike.
