Apple Inc. is evaluating a possible move into the smart glasses market, following its recent Vision Pro headset launch. In a confidential project, codenamed Atlas, Apple has initiated user studies with its employees to gather feedback on smart glasses currently available. Led by Apple’s Product Systems Quality team, these focus groups aim to gauge user preferences and potential features for Apple’s own smart glasses.
The Atlas study aligns with Apple's strategy of understanding market needs before entering a new category. This approach, similar to its prediabetes app study, is designed to help Apple refine potential features that could differentiate its smart glasses from competitors like Meta’s Ray-Ban, which allows video recording, phone calls, and AI assistant features.
Apple’s venture could follow a path similar to AirPods: a popular accessory that seamlessly integrates with the iPhone. However, the company faces competition, as Meta and Snap Inc. are also developing augmented reality (AR) glasses, which could blend digital overlays with the physical world.
Apple also aims to broaden the appeal of its existing Vision Pro headset, a high-end product known for productivity but limited by weight, price, and content options. Plans are underway for a more affordable model that could leverage an iPhone for processing, creating a lighter and more accessible device.
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