Apple May Be Releasing Its Own Smart Glasses to Compete With Meta

After the release of the Apple Vision Pro headset, the company is moving on to eyewear.

Following in the footsteps of Meta, which recently added AI to its Ray-Ban specs, Apple could be developing its own version of smart glasses, Bloomberg reported. The iPhone maker recently conducted an internal study under the code name Atlas to workshop the idea and gather insights on existing products from its staff. Historically, Apple has hosted these types of sessions with employees when it’s considering entering a new category.

“Testing and developing products that all can come to love is very important to what we do at Apple,” the tech giant said in a leaked email from its California headquarters, Bloomberg reported. “This is why we are looking for participants to join us in an upcoming user study with current market smart glasses.”

If Apple decides to move forward, it will take years of work before the accessory hits the market. And once it does, it’ll have to compete with Meta and Snap Inc.’s offerings. EssilorLuxottica, the owners of Ray-Ban, recently entered a long-term partnership with the Mark Zuckerberg–led company. The two first teamed up in 2019 and have released two generations of Ray-Ban-branded glasses since with built-in speakers, cameras, and a microphone.

In September, Meta unveiled an early prototype of its Orion glasses, the first pair to incorporate augmented reality and place computerized overlays on the glass. Similar to your smartphone, and the failed Google Glass, they can also place calls, take photos, and play games. “I think we aspire to build things that look really good,” Zuckerberg told the Verge. “It needs to be good in order for you to want to keep it on your face.”

While the Vision Pro was Apple’s first step toward smart lenses, the mixed reality VR device is notoriously bulky and awkward to wear on the outside world—not to mention expensive, priced at a whopping $3,499. Just last month, it was reported that the company slowed down the production of its headset and could potentially stop making the current vision altogether due to a lack of demand. However, per Bloomberg, Apple has plans to rework the device and lower the cost in an attempt to appeal to a broader consumer base.

Abigail Montanez is a staff writer at Robb Report. She has worked in both print and digital publishing for over half a decade, covering everything from real estate, entertainment, dining, travel to…