Apple is planning to make AR mainstream with four new products
There might be a cheaper Vision Pro headset in the works.
Earlier this year, Apple made waves by launching its mixed-reality headset, the Apple Vision Pro, after previously announcing it at its 2023 WWDC. Although initial excitement was high, demand quickly tapered off. Yet Apple isn't backing down from augmented reality (AR) just yet.
According to a recent report by Bloomberg, the company's Vision Products Group is working on “at least” four new products in the AR and mixed-reality space, signalling its continued push into this cutting-edge territory.
Among these new products, Apple is rumoured to be developing smart glasses and AirPods with built-in cameras. The AirPods, using external lenses and Apple Intelligence, would interpret the environment to provide users with relevant information. Both products are expected to launch by 2027.
Apple’s smart glasses, however, won't be traditional AR glasses, the report noted. Instead, they are expected to feature a camera, speakers, and a mic, much like Ray-Ban’s Meta smart glasses, enabling users to capture photos, listen to music, and access real-time data from Apple Intelligence. It’s a bold move to challenge Meta’s dominance in the smart glasses market, where it currently holds over 70% of the market share.
Apple has faced this battle before. The Vision Pro, with its eye-watering price tag, was designed to go head-to-head with Meta’s AR headsets, But after it initially sparked interest it failed to maintain momentum. Now, with Meta recently unveiling its Project Orion AR glasses and an updated version of its Ray-Ban glasses, Apple seems ready to re-enter the ring with smart glasses of its own.
Kelechi Edeh
Why the pivot to smart glasses and camera-equipped AirPods? According to reports, Apple is looking to recoup some of the significant investment it made in the Vision Pro. By spreading the Vision Pro’s visual intelligence technology across more affordable and practical products, Apple hopes to make AR more mainstream.
Still, Apple's strategy of positioning its products at premium price points raises questions. Could these new ventures face the same challenges as the Vision Pro which was largely due to its $3500 price tag? Moreover, it's unclear whether Apple’s first-generation smart glasses will offer a more compelling experience than Meta’s existing solutions. Is Apple simply betting that its brand power will drive sales?
In addition to these devices, Apple is reportedly working on a cheaper Vision Pro headset, expected to launch next year for around $2,000. This lower-cost model would use less expensive materials, have a less powerful chip, and lack some features like EyeSight. The fourth product is a second-generation Vision Pro that is also said to be in the works for 2026, with upgraded specs.
As of now, Apple hasn’t confirmed any of these reports, leaving tech enthusiasts wondering what the company’s next move will be in the AR space.
