Whenever Apple gets around to making AR smart glasses, its superior hardware may not help it sell as many units as it would like.
Apple’s premium MR (Mixed Reality) headset — the Apple Vision Pro — has been a commercial flop, unfortunately. But, much like Samsung’s upcoming Project Moohan headset, the Vision Pro was just a gateway to what Apple truly wants to do: compete with Meta in the smart glasses market.
Apple CEO Tim Cook is obsessed with being the first to market with a consumer-grade pair of AR smart glasses. However, as industry insider Mark Gurman points out in his newsletter Power On, the battle between Apple and Meta may just come down to one aspect: cost.
Meta is reportedly about to release a pair of smart glasses this year, which will feature a simple display that is not capable of true AR (Augmented Reality). These glasses are supposed to ease consumers into the idea of using such a product, before the company can perfect consumer-grade AR smart glasses, slated for 2027.
