Apple is preparing a new strategy for 2027 that will no longer focus solely on mobile devices but will add smart glasses. The two main goals are to revive the quiet momentum of the Apple Vision Pro and to compete against Meta's Ray-Ban.
Under Tim Cook's leadership, Apple is accelerating tests of four smart glasses prototypes simultaneously to prepare for a launch in late 2026, with sales planned for 2027.
Apple's smart glasses are expected to feature a variety of designs, ranging from large rectangular frames to sleek oval shapes, with multiple color options such as black, blue, and light brown to better suit diverse user lifestyles.
Regarding features, Apple's glasses are expected to keep usage simple without a display screen, focusing instead on capturing photos and videos via an oval-shaped camera lens, supporting phone calls, music listening, and enhancing interaction with a new version of Siri.
Apple's competitor in this market is Meta's Ray-Ban, which has rapidly gained traction in the smart glasses segment.
Apple's direction is to seek new devices that can generate revenue beyond the iPhone, choosing everyday wearable products like glasses, following a similar concept to the successful launch of the Apple Watch.