Apple might be slowing down its AI push (hello, delayed Siri update), but it's speeding things up somewhere else—AR smart glasses. And now, it's Meta, not Google or Samsung, that's in Apple’s direct line of fire.
According to Bloomberg’s Mark Gurman, Apple is quietly but seriously ramping up work on its next big thing: lightweight AR glasses that could rival Meta’s Ray-Ban smart specs. The Vision Pro? Turns out that was never the real goal. It was just the first step.
Vision Pro was never the endgame
When Apple launched the $3,499 Vision Pro, it screamed premium — but also screamed niche. Early hype aside, it hasn’t exactly set the sales charts on fire. Gurman now says Apple always had a different endgame in mind: something lighter, more practical, and way more user-friendly.
Insiders told Bloomberg that Tim Cook is “laser-focused” on making AR glasses happen, calling it one of the only product categories he’s fully hands-on with right now. That’s big — especially from a CEO who usually lets his teams do the talking.
Meta is the real competition
While Google and Samsung are busy brewing their own XR projects, Apple seems to be eyeing Meta’s Ray-Ban smart glasses as the true rival. Meta has already carved out space in this wearable subgenre, blending AI smarts with everyday wearability.
Apple, of course, wants to do all that — but better. Think slimmer designs, longer battery life, smoother integration with the Apple ecosystem, and maybe even a somewhat reasonable price tag (unlike the Vision Pro).
But none of this is coming overnight. The report makes it clear: this is a long game. Apple’s AR glasses are still a few years away from being retail-ready, and that’s assuming the tech and software stack evolve fast enough to support Apple’s high standards.
AR glasses could be Apple’s next breakout product
If the stars align — and the price is right — AR glasses could become Apple’s next iPhone moment. With wearable tech heating up, and mainstream consumers finally showing interest in smart specs, the timing couldn’t be better.
Sure, Apple is late to the party. But as history shows, Apple doesn’t usually rush. It just waits... then rewrites the rules.
