Race for smart glasses: Is Apple in danger of losing the race?

Contents

Apple is in no particular hurry to launch smart glasses and new vision devices. This is suggested by a recent forecast by analyst Ming-Chi Kuo. Will the tried-and-tested Apple principle of not being the first, but the best on the market work out again, especially as the market and technology for computer glasses are only developing slowly anyway? Or does the company risk falling behind, as it did with artificial intelligence?

According to Ming-Chi Kuo's research, new computer glasses from Apple will not be available until mid-2027. Smart glasses similar to the Ray-Ban Meta glasses would be the first, followed by an “Apple Vision Air” in the same year, which would be significantly cheaper and lighter than the Apple Vision Pro. Apple is planning the first fully-fledged AR glasses and a second generation of the Apple Vision Pro for 2028. The current model is set to receive a processor upgrade to the M5 chip this year. Apart from that, nothing will change in terms of specifications, says Kuo.

Of course, the analyst could be wrong. And Apple will adjust its plans over time anyway, depending on how the market and technology develop. But if Kuo's prediction is even remotely accurate, then Apple is pushing ahead with the project comparatively slowly.

The competition is positioning itself

This can be seen in a direct comparison with the competition, above all Meta. The company has been on the market since 2021 with Ray-Ban Meta glasses and has gained valuable experience with the technology and target group. A knowledge advantage that should not be underestimated. Meta is also pursuing an ambitious product roadmap.

This summer, Meta is expanding its AI eyewear portfolio from Ray-Ban to include the Oakley brand. According to reports from Bloomberg and CNBC, further models are also planned in collaboration with Oakley and Prada. There are also growing indications that Meta will launch smart glasses with an integrated heads-up display for the first time in the fall, intended for simple applications such as photo and map apps and the display of smartphone notifications. According to tech magazine The Information, the third generation of Meta's smart glasses is already planned for 2026. According to Bloomberg, the first fully-fledged AR glasses, a further development of the Orion glasses prototype, will be released in 2027. This is the same year in which Kuo expects Apple's first smart glasses.

There is also the threat of competition from other tech giants: Google could flood the market with smart glasses from various third-party manufacturers based on Android XR and equipped with the Gemini AI assistant as early as 2026. Snap is planning to launch AR glasses for consumers in the same year. Xiaomi is already testing its first AI glasses on the Chinese market. Other competitors are likely to follow.

Smart glasses: data protection and AI trap for Apple

The newly sparked interest in smart glasses is largely due to Meta's initiative. With the Ray-Ban Meta glasses, the company has shown that there is a market for stylish AI glasses. With the Orion AR glasses prototype, Meta has also raised hopes that AR glasses suitable for everyday use could become a reality after all, after other companies gave up on the idea for now due to technical hurdles. The innovator in both cases was Meta, not Apple. A signal that is unlikely to go unheeded in Cupertino. After all, Apple is now one of the companies that need to catch up with Meta in this area.

That doesn't have to be a bad thing for now. Apple traditionally feels comfortable in the role of the latecomer, entering the stage late but setting standards with mature products.

Apple is also likely to rely on its tried and tested trump cards for the upcoming Smart Glasses: deep integration into its ecosystem and seamless interaction with the iPhone, an advantage that Meta's Smart Glasses may not have. The crucial question, however, is whether Apple will succeed in achieving any significant innovation beyond this, or whether the company is essentially just copying Meta's previous work.

Either way, Apple will not have an easy time of it. The new device category brings with it challenges that are specific to smart glasses: Glasses that permanently record their surroundings are difficult to reconcile with Apple's self-proclaimed data protection philosophy. What's more, Apple is lagging in the field of artificial intelligence. A disadvantage that could prove decisive for the next generation of AI glasses.