When Apple launched the Vision Pro in February 2024, the company did not anticipate its underwhelming market performance. Now, Apple appears to have recognized that the headset, in its current form and at its current price point, is struggling to gain traction. However, the tech giant may be sitting on a far more viable extended reality (XR) strategy—one that its competitors are already capitalizing on.
Reports previously suggested that Apple was exploring the development of smart glasses similar to Meta’s Ray-Ban glasses. Unlike the recently canceled Apple AR glasses, Meta’s wearables do not include a display but instead feature speakers, a microphone, a camera, and an AI-powered assistant. The success of Meta’s smart glasses has been significant, leading the company to restructure its Reality Labs division to focus on expanding its wearable lineup. Other tech companies have since followed suit, yet Apple remains hesitant.
According to industry sources, Apple is still weighing whether to pursue a similar product, despite the clear market demand. One potential factor contributing to the company’s indecision is the underdevelopment of its AI ecosystem. Apple Intelligence, set to be a key feature of the upcoming iPhone 16, continues to experience delays and lacks the sophistication of rival AI offerings.
A possible solution could involve adopting a third-party AI platform, much like Samsung’s reliance on Google’s Gemini AI. The Vision Pro may not have revolutionized XR as Apple had hoped, but it has undeniably drawn mainstream attention to the industry. If Apple can introduce a smart glasses alternative at a competitive price, it could quickly dominate the space.
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