Apple’s Vision Pro headset launched with a hefty $3,499 price tag, making it inaccessible for most buyers and limiting its practical use. While some argue the cost prevented it from becoming a mass-market hit, it was never intended as one.
In contrast, Meta has focused on more affordable options like its Quest headsets and Ray-Ban smart glasses. These products cost a fraction of the Vision Pro, making them more appealing and accessible across regions. Google Glass might come to mind as the first wearable AR attempt, but in 2012, the market wasn’t ready. Today, AI and improved technology have set the stage for smart glasses, which is why Apple is reportedly pausing plans for a next-generation Vision Pro and reallocating resources toward its first AR smart glasses to rival Meta.
A Product for Everyone
Meta’s Ray-Ban glasses are likely to reach more consumers than Apple’s Vision Pro, which explains why Apple has limited availability and skipped key markets like India, the company’s second-largest iPhone market. The Vision Pro, requiring users to strap on a headset for a mixed-reality experience, can feel isolating. Augmented reality, however, integrates more seamlessly with daily life, and Meta’s glasses have proven that concept works.
Apple has clearly noticed the growing hype and demand for AR glasses, and it appears ready to enter this market with display-based smart glasses. Meta’s $800 Ray-Bans show that while AR glasses aren’t exactly “budget,” they offer an enticing second-screen experience for users already accustomed to premium smartphones.
Apple’s product lineup has been relatively stagnant, even though the iPhone Air and the rumored iPhone Fold hint at a shift in thinking. But the company needs a breakthrough beyond smartphones. The so-called iGlass could be that game-changing product, giving Tim Cook an opportunity to assert leadership in a new category for the trillion-dollar tech giant.
There are bigger challenges ahead for Cupertino, but Cook’s focus on this emerging product category suggests Apple is ready to deliver a device that matches the excitement and expectations surrounding AR smart glasses.
