Apple Shifts Focus to Smart Glasses After Vision Pro’s Flop

After the unveiling and somewhat flopping of its Vision Pro headset, Apple is setting its sights on its own line of smart glasses.

Seemingly looking to rival Meta’s pioneering lenses, Apple appears poised to dive into the world of AI-powered eyewear.  Apple reportedly gathered insights from its own team in a recent internal initiative dubbed “Atlas,” which was leaked online.

“Testing and developing products that all can come to love is very important to what we do at Apple. This is why we are looking for participants to join us in an upcoming user study with current market smart glasses,” the email reads.

Apple’s first foray into the field with the Vision Pro was an interesting introduction to the eyewear field. However, for some, the device was deemed too bulky. Additionally, the price was offputting for even the most diehard Apple consumers. Though it offered mixed AI virtual reality components, a jaw-dropping $3,499 price tag discouraged many.  Production of the Vision Pro has since slowed, and Apple appears to be exploring ways to make future iterations more accessible to customers of all economic tiers.  While the timeline for Apple’s smart glasses remains uncertain, all eyes are on the tech titan as it goes head-to-head with Meta.