Apple CEO Tim Cook is “hell bent” on bringing true augmented reality glasses to market before Meta can achieve the same feat, according to Bloomberg’s Mark Gurman.
Writing in his latest Power On newsletter, Gurman says that upcoming new versions of Apple’s Vision Pro mixed reality headset are a “stepping stone” towards Cook’s ultimate decade-long goal of making AR glasses – lightweight spectacles that users can wear all day and which overlay graphics on the real world.
Cook has apparently made the glasses a “top priority” for the company. “Tim cares about nothing else,” Gurman quotes a person with knowledge of the matter as saying. “It’s the only thing he’s really spending his time on from a product development standpoint.”
Meta is currently developing true AR glasses, and has already prototyped a version of the device it envisions bringing to mass market, dubbed Orion.
Gurman notes that it will take “many years” for true AR glasses to be ready, with several technologies still needing to be perfected, including high-resolution displays, a high-performance chip, and a tiny battery that can provide all-day power.
Meta’s non-AR Ray-Ban glasses have reportedly been a surprise hit. These glasses are for taking pictures and conversing with an AI assistant. Apple is said to have discussed the possibility of making similar glasses to compete in the same space. Apple’s rationale seems to be that creating smart glasses could be a precursor to developing true AR glasses further in the future.
Apple is also said to be adding AI-enabled cameras to the Apple Watch and AirPods over the next couple of years.
There have been rumors about Apple’s work on AR glasses – aka Apple Glass – for almost 10 years now, and the Vision Pro headset is what Apple built because the technology doesn’t yet exist for the kind of augmented reality glasses that Apple is aiming for.
Gurman has previously reported that Apple is conducting user studies at its offices to gauge the appeal of features and interfaces, and that the company is working on a version of visionOS that will run on glasses. Codenamed “Atlas,” the studies are being led by Apple’s Product Systems Quality team, part of the hardware engineering division.