Apple is reportedly doubling down on augmented reality (AR) glasses, with CEO Tim Cook making it a top priority to launch a market-leading product before Meta. This ambition comes even as Apple navigates mixed reviews and slower-than-anticipated sales for its Vision Pro headset.
According to recent reports, Cook is heavily invested in the AR glasses project, viewing it as crucial for Apple's future and potentially his legacy. The company aims to create lightweight, wearable glasses that seamlessly integrate AR experiences into daily life. However, challenges remain, including miniaturizing components, reducing weight and cost, and ensuring sufficient battery life.
While developing AR glasses, Apple is also working on new versions of the Vision Pro, including a more affordable and lighter model. The company is exploring ways to integrate AR features into existing products like the Apple Watch and AirPods as stepping stones toward its ultimate goal. Meta, meanwhile, is also actively developing AR technology, with its own smart glasses and ongoing research into advanced AR devices. The race to dominate the AR market is heating up, with both tech giants vying for supremacy.