Apple has pivoted its attention towards developing augmented reality (AR) glasses, according to new reports indicating that progress on a follow-up to its Vision Pro mixed reality (MR) headset has been postponed. The move is aimed at bringing a more budget-friendly AR product to the market, potentially launching in late 2025.
Strategic Realignment
Mark Gurman from Bloomberg, through his Power On newsletter, disclosed that Apple is now prioritizing AR-only glasses. Initial plans for these glasses speculated a 2023 release, later adjusted to 2024. Despite these projections, insiders suggest the product could still be years away from completion.
Unlike MR headsets like the Vision Pro, AR glasses aim to provide smartphone capabilities in a more wearable format. Apple’s AR glasses are expected to eliminate the bulkiness associated with devices such as the Vision Pro and Meta Quest. While the Vision Pro MR headset hit the market in February, the AR glasses by Apple are aimed at a distinct segment.
Apple’s strategic shift underscores the fiercely competitive nature of the AR and MR markets, with significant advancements also being made by major players like Meta and XREAL.
Meta and XREAL are among the key competitors in the AR space. Meta’s Ray-Ban Smart Glasses, which come with a built-in camera and smartphone connectivity, are already available. The company is also developing more sophisticated AR glasses. XREAL offers AR glasses that connect to smartphones and recently introduced the XREAL Beam Pro, an Android tablet made to work with its AR glasses, with a launch slated for July.
Future Product Lineup
Apple’s renewed focus on AR glasses reveals a broader goal to expand its range of wearable tech. While the Vision Pro MR headset caters to a niche market, AR glasses are expected to draw a wider audience looking for a more streamlined and versatile device. The industry’s eyes will be on Apple’s approach to integrating AR technology into its ecosystem.
Apart from AR glasses, Apple is also preparing to release a more economical version of the Vision Pro headset by late 2025. This initiative aims to democratize mixed reality technology. Additionally, a second-generation Vision Pro, featuring enhanced capabilities, is projected for a 2026 launch.
Last Updated on November 7, 2024 3:48 pm CET
