Apple has recently executed a major strategic transformation concerning its augmented reality (AR) product lineup. According to Bloomberg, the technology giant has opted to halt plans for a lighter and more budget-friendly version of the Apple Vision Pro headset. Instead, Apple is reallocating its resources to expedite the creation of smart glasses that can rival Meta’s products.
Traditionally, Apple has been developing a lighter model of the Vision Pro, which was anticipated to debut in 2027 at a reduced price. However, the company is now focusing on the advancement of smart glasses, with intentions for several head-mounted devices in development. Analyst Ming-Chi Kuo has detailed various forthcoming products, including:
– An M5 Apple Vision Pro expected in 2025.
– A second-generation Apple Vision Pro anticipated for the latter half of 2028.
– The first-generation Apple Glasses, scheduled for a Q2 2027 launch.
– Two XT smart glasses expected to begin mass production in 2028.
– A “display accessory,” specifics of which are still limited.
Apple CEO Tim Cook has reportedly prioritized the creation of the first-generation Apple glasses, despite the expected 2027 release. In contrast, Meta has already enjoyed significant success with its smart glasses, selling over 2 million units in partnership with Luxottica and recently unveiling the Meta Ray-Ban Display, its inaugural display-enabled AI glasses.
The choice to set aside the Vision Pro variant is a strategic decision aimed at concentrating on the development of competitive smart glasses. Bloomberg’s report suggests that Apple is working on at least two varieties of smart glasses. The initial model, referred to as N50, will link to an iPhone and will lack its own display. This model is set to be revealed as soon as next year, with a release earmarked for 2027.
Furthermore, Apple is crafting display-powered glasses, which are scheduled for 2028, with a focus on hastening their development. These glasses are expected to utilize voice interaction and artificial intelligence, akin to Meta’s offerings, and will incorporate a new chip, diverse styles, and possible health features.
As Apple shifts its strategy, the technology community is left to speculate whether this alteration in plans is the correct approach in the competitive arena of augmented reality and smart glasses.
