Apple CEO Prioritizes Developing Breakthrough AR Glasses Ahead of Meta

Apple seems to be ramping up its efforts to outpace Meta in the race for augmented reality technology. According to a recent report by Bloomberg’s Mark Gurman, Apple is not only working on two versions of the Vision Pro but is also zeroing in on developing AR glasses. Sources suggest that Apple CEO Tim Cook is laser-focused on launching these glasses ahead of Meta’s timeline.

One insider remarked to Bloomberg, “Tim’s concentrating solely on this project. It’s his main focus in product development.”

However, bringing to life the all-day AR glasses that Apple envisions is far from straightforward. The challenge lies in fitting high-resolution displays, a robust chip, and a compact yet enduring battery into a consumer-friendly device. This is a complex task, particularly when considering cost.

While Apple stays mostly mum on its plans, Meta has been more upfront about its augmented reality journey. Last year, in late 2024, Meta introduced its Orion AR glasses—a benchmark it hopes to commercialize before 2030. Though the introductory cost hovers around $10,000 each due to sophisticated silicon carbide waveguide optics, Meta’s aspirations are high.

Although Orion isn’t slated for immediate market launch, Meta is making significant progress in extended reality (XR). They’ve already rolled out several Quest headset models and their Ray-Ban Meta Glasses, all of which pave the way for future AR innovations.

Partnered with EssilorLuxottica, these smart glasses have already been declared a hit. In fact, Meta’s gearing up for the next version, which will feature a simple heads-up display. It’s important to differentiate though—these are smart glasses, not full-fledged AR glasses just yet. For more on these distinctions, dive deeper here.

As per Gurman, while Apple is crafting updated versions of the Apple Watch and AirPods fitted with advanced AI camera capabilities, the company remains undecided on whether to counter Meta with its own smart glasses.

Plans for the rumored device, which would sync with Siri and Apple Visual Intelligence, are underway. However, Apple’s well-known concern for user privacy raises questions about whether these glasses will have media capture features.

This move comes after reported shifts in Apple’s leadership dynamics, as noted by Bloomberg the previous month. Apple’s Vision Products Group (VPG), tasked with the Vision Pro project, has been reorganized within the company. Initially established in 2023, this reorganization marks a return to a management style more consistent with other Apple hardware products like the iPhone and iPad, moving away from the “functional” approach favored by Steve Jobs in the early ’90s.