Apple is reportedly intensifying its efforts to create lightweight augmented reality (AR) glasses, as noted by Bloomberg’s Mark Gurman. The company seems to be shifting its long-term focus from the high-end Vision Pro headset to a more user-friendly wearable device, aiming to compete with Meta’s increasing influence in the XR and smart glasses market.
According to the report, Apple CEO Tim Cook has prioritized the development of AR glasses above all other products. A source familiar with the situation shared with Bloomberg: “Tim is solely focused on this. It’s the only project he’s dedicating his time to in product development.”
In contrast to the Vision Pro, which debuted at $3,499 and caters to a specific audience, Apple’s AR glasses are anticipated to be more affordable and user-friendly. The device is still in the early stages of development, facing challenges such as miniaturization, battery efficiency, and maintaining a consumer-friendly price point.
While there is no official timeline for the release of Apple’s AR glasses, reports indicate that the product may still be a few years away. Apple is believed to be aiming for a launch before Meta’s Orion AR glasses, which currently have a prototype cost of around $10,000 and are expected to be available commercially before 2030.
In the meantime, Apple might introduce smart glasses-like devices featuring AI capabilities, potentially integrated into future models of the Apple Watch or AirPods. These devices would resemble Meta’s Ray-Ban Meta smart glasses, which have been successful in offering photography, music, and voice assistant features, but do not provide true AR functionality.
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