Apple has initiated an internal study, codenamed “Atlas,” to analyze the smart glasses market and gather feedback from its employees, according to Bloomberg’s Mark Gurman.
Why it matters. Following the launch of the Vision Pro ($3,499) earlier this year, Apple is reportedly exploring more affordable options to begin its journey into the mass market. The company is said to be looking at Meta’s Ray-Ban smart glasses as a model. While these glasses are technologically less advanced than the Vision Pro, they offer practicality at an astronomically lower price.
Context. Rumors suggest Apple is seriously considering a move into the smart glasses market. The tech giant appears to be focused on developing models that are less capable than the Vision Pro but easier to sell on a larger scale. By adopting a simpler and more affordable approach, Meta has demonstrated a successful path with its products, particularly alongside the Quest headsets.
In detail:
- According to Gurman, Apple has launched internal focus groups with its employees to ensure confidentiality, although details have now been leaked.
- The initiative is led by Apple’s Product Systems Quality team.
- The glasses are expected to start with a design approach similar to that of the AirPods, utilizing microphones and speakers connected to the iPhone while incorporating additional capabilities.
- The project’s main goal is to develop a lighter and more affordable alternative to the Vision Pro.
Behind the scenes. According to data obtained by Bloomberg, Apple is considering several features for its glasses, including:
- A built-in camera
- Microphone and speakers
- Integration with the new Siri
- Possible health features
- Longer battery life
- Advanced sensors
Differences. Apple’s Vision Pro is designed for full mixed reality and boasts advanced features, but it comes with a hefty price tag of $3,499. In contrast, the Ray-Ban Meta smart glasses start at a more affordable $299. While they don’t offer augmented reality, they do feature video and photo capabilities, wireless headset functionality, and a voice assistant called Meta AI, which is becoming more capable of understanding the user’s environment.
- The Ray-Ban Meta glasses were introduced quietly and gradually gained popularity.
- In comparison, the Vision Pro made a significant splash upon its release but has since taken a back seat in terms of attention.
Bottom line. Apple faces the challenge of balancing technology and usability. It must create a product that meets its high innovation standards while being affordable enough to compete in the mass market.
This shift in strategy indicates that the company is moving away from solely focusing on premium devices and waiting for economies of scale and lower component costs to reduce prices, as it did with the original iPhone. Instead, Apple seems to be adopting a more practical approach, as suggested by recent rumors about a budget-friendly Vision Pro that would rely on the iPhone for processing power.
In the end, to achieve widespread adoption, wearable technology needs to be accessible to a broader audience.
Image | Meta | Semeon Hrozian
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