Apple Inc. is delving into the smart glasses market with a new internal project to analyze existing products, signaling a potential step toward rivaling Meta Platforms Inc. in this emerging tech category. Codenamed “Atlas,” the initiative began last week and includes gathering employee feedback on smart glasses, according to sources familiar with the matter. These studies are reportedly being overseen by Apple’s Product Systems Quality team within the hardware engineering division, with additional focus groups planned soon. The team communicated to select employees via email, emphasizing the importance of “testing and developing products that everyone can come to love” and seeking volunteers for user studies with current smart glasses.
Apple often conducts these private focus groups when considering a new product category, relying on employee input to keep developments under wraps. While Apple declined to comment, this study hints that the tech giant is making progress toward its own smart glasses, previously speculated to be in competition with Meta’s Ray-Ban collaboration. However, an actual Apple product may still be some time away, with the company likely using these insights to determine potential features and practical uses for the technology.
The journey to creating a wearable AR device has proven challenging for Apple. The Vision Pro headset, launched in February at $3,499, was criticized as too bulky and costly for mainstream users. The company has long aimed to develop a lightweight AR device, one that could be worn throughout the day and even replace an iPhone, yet technical challenges have hindered progress.
Meta, meanwhile, has seen some success with a simplified approach. Partnered with Luxottica, Meta’s $299 glasses are not full AR but provide functions like video capture, call-taking, and AI assistant features. Apple may consider a similar direction, possibly creating smart glasses with features akin to its AirPods, with extended battery life, sensors, and enhanced audio capabilities.
Apple’s competitors continue to make strides in AR glasses, too. Recently, Meta and Snap previewed AR models that can overlay digital content like text messages and games onto real-world environments, though these consumer versions are still years away. Additionally, Apple plans to refine its Vision Pro headset, which, while excellent for media and productivity, remains limited by weight, price, and available content. A less costly model could eventually appear, possibly offloading some processing tasks to an iPhone to serve as an accessory, making it a more accessible option for users.
