Apple CEO Prioritizes Breakout AR Glasses Over Meta Competitors

There’s quite a buzz around Apple these days, with whispers that they’re crafting not just one, but two versions of the Vision Pro. Yet, the rumor mill doesn’t stop there. According to a fresh report from Bloomberg’s Mark Gurman, Apple is setting its sights on outpacing Meta in launching a groundbreaking pair of AR glasses.

Inside sources reveal that the push for these AR glasses is a major priority for Apple CEO Tim Cook. Apparently, it’s the main focus for Cook when it comes to product development, as the company is determined to get their device out before Meta enters the field.

Crafting a pair of all-day AR glasses is no small feat, though. Apple faces the daunting task of fitting high-resolution displays, a robust chip, and a tiny yet mighty battery into a sleek device without breaking the bank for consumers. Achieving this balance of performance and affordability remains one of their biggest hurdles.

While Apple remains tight-lipped about their progress, Meta has been more forthcoming with their plans in the extended reality (XR) arena. In late 2024, Meta unveiled their Orion AR prototype, a device they’re hoping will evolve into a consumer product by 2030, priced to compete with laptops and smartphones. Currently, Orion’s development costs Meta a hefty $10,000 per unit, primarily due to its cutting-edge silicon carbide waveguide optics.

Even though the Orion isn’t ready for mass production now, Meta is already a significant player in the XR market. They’ve launched various iterations of their Quest headsets and established the Ray-Ban Meta Glasses in partnership with EssilorLuxottica. These ventures lay the groundwork for their future AR glasses.

The Ray-Ban Meta Glasses have seen notable success, prompting Meta to gear up for a new version featuring a monoscopic heads-up display. While these aren’t true AR glasses, they signify Meta’s stride toward that goal. Curious about the distinctions between smart and AR glasses? There’s plenty of information out there to explore.

Back to Apple, Gurman suggests they are innovating with AI-driven features in upcoming Apple Watch and AirPods models. However, the idea of countering Meta with their own smart glasses is still under discussion. It seems Apple is quietly developing glasses to integrate with Siri and Apple Visual Intelligence, but they haven’t decided if these will include media-capturing capabilities due to their strong stance on privacy.

This all follows a major leadership shift within Apple, as reported by Bloomberg. This shakeup influenced the strategy for the Vision Products Group (VPG), which was established in 2023. Apple’s Vision Pro development now aligns with their other hardware projects, moving closer to the organizational style envisioned by Steve Jobs back in the early ’90s.