Apple's smart glasses project may not be dead after all

Apple is reportedly exploring the potential smart glasses market. Bloomberg reported that the company is conducting an internal study, hinting at the next upcoming wearable venture.

In Short

• Apple might be planning for a future smart glasses
• The company is collecting experience using these glasses, internally
• Apple's code-named Atlas initiative collects insights from employees about smart glasses

Apple is actively exploring the potential of smart glasses, signalling what could be its next major venture into wearable technology. This move comes amid growing interest in augmented reality (AR) and wearable tech that’s shifting the way people interact with digital content. According to a Bloomberg report, Apple is conducting an internal study of smart glasses currently available on the market. This step hints at a future product launch that could bring the tech giant into direct competition with Meta Platforms Inc, which has already made strides in this increasingly popular category.

Apple recently launched a new initiative, code-named Atlas, to collect insights from employees about smart glasses, Bloomberg reported. The effort, led by Apple’s Product Systems Quality team within the hardware engineering division, began last week and includes plans for further focus groups in the coming weeks. The individuals sharing this information requested anonymity, as the project remains confidential.

The company’s investigation into smart glasses aligns with a broader strategy of gradual entry into emerging tech categories. Apple’s process often includes thorough market research and a slow but calculated approach to ensure that its products are innovative and differentiated from competitors. This method has previously proven successful, as seen with the Apple Watch, which took the wearable market by storm despite Apple joining the category well after initial competitors. By examining current smart glasses offerings, Apple can identify strengths and weaknesses, informing its own product design and functionality to offer a unique user experience.

Meta Platforms Inc, through its Meta Quest series and partnerships like Ray-Ban Stories, has already staked a claim in the augmented reality and smart glasses field. Meta’s vision for these devices combines social connectivity and mixed-reality experiences, and while uptake has been gradual, the company’s continued investment shows that it sees promise in this technology. If Apple enters the market, it could intensify competition with Meta, leveraging its massive user base, ecosystem, and expertise in creating seamless, user-friendly hardware. Apple’s entry could also accelerate consumer adoption of smart glasses by introducing a new level of polish and integration with its ecosystem that could appeal to a broad audience. But it is just the first leg of the actual product. It could take years for Apple's smart glasses hit the market.

This interest in smart glasses also coincides with Apple’s recent advancements in augmented reality technology. The company has been laying the groundwork for AR with the AR Kit platform, which allows developers to create AR applications for the iPhone and iPad. Additionally, the newly released Vision Pro headset marks Apple’s first major product in the extended reality (XR) space. While the Vision Pro is geared toward mixed reality and immersive experiences, smart glasses could provide a more accessible, lightweight, and portable solution that extends AR functionality to everyday use.

Entering the smart glasses market could strengthen Apple’s ecosystem, allowing users to access information hands-free, navigate, or use Siri in a more immersive way. Apple is well-versed in creating highly integrated hardware and software solutions, and if it brings smart glasses to market, it’s likely to design them as a natural extension of the Apple ecosystem.

Apple is looking to create something similar product to the Meta smart glasses. But, its approach could involve making smart glasses that work like its already-popular AirPods earbuds. A version in glass form would allow for more battery life, sensors and improved audio technology.

In conclusion, Apple’s exploration of smart glasses shows the company’s commitment to maintaining its leadership in consumer technology by branching into promising new categories. If Apple follows through with a product launch, it may set new standards for smart glasses and expand the scope of augmented reality in ways that could redefine daily life.