Apple Shifts Focus to Smart Glasses to Challenge Meta and Samsung
Apple has shifted its focus towards two innovative smart glasses concepts, aiming to complement or replace smartphones in the mid-term. This strategic change comes after the company halted production of the Vision Pro Lite and is partly driven by competition from Meta's AI-powered Ray-Ban smart glasses.
The Apple Vision Pro, inspired by VR headsets, was designed to integrate seamlessly with Apple's ecosystem. However, many see smart glasses as the final form of this product category, offering technology without the bulk of VR headsets. Apple has reportedly halted production of its Vision Pro Lite in favor of these smart glasses, which could signal the end of the Vision Pro form.
Apple aims to regain its competitive edge and release a product ready to compete with the industry. Showcases are planned as early as next year. The company's rivals, such as Meta and Samsung, are advancing in the smart glasses market. Resources from the Vision Pro Lite project have been diverted to Apple's smart glasses division. Rumors suggested Apple was working on a more affordable version, the Vision Pro Lite, but the project has been halted. The high price of the Apple Vision Pro, starting from £3,499, was a barrier for many users.
Apple's new focus on smart glasses aims to keep the company competitive in the market. With showcases planned for next year, the tech giant hopes to release a product ready to challenge its rivals. The halt of the Vision Pro Lite project suggests a shift in Apple's strategy towards more advanced and affordable smart glasses.
