Apple is developing two new models of its Vision Pro headset, according to a report: one that’s expected to be lighter and more affordable than the original, and another designed to tether with Macs. Despite sluggish demand, the company remains focused on creating versions of the AR/VR headset with broader mainstream appeal, Bloomberg reported on Monday.
The lower-cost Vision Pro will likely have a less powerful chip and scaled-back features, bringing the price down significantly from the original $3,500. It’s also expected to include an ultralow-latency system for streaming a Mac display, according to the report. And in line with previous reports, Apple is also still working on its own smart glasses equipped with cameras and microphones, similar to Meta’s Ray-Ban line.
CEO Tim Cook “cares about nothing else” more than delivering a true pair of AR glasses, calling it a “top priority,” Bloomberg said, citing an anonymous Apple engineer. But until the technology can be perfected in a way that’s comfortable and as wearable as traditional eyewear, Apple sees camera- and mic-enabled glasses as a stepping stone into the space.
This builds on earlier reports that Apple intends to channel some of the Vision Pro’s billion-dollar R&D investment in visual intelligence into future products, including smart glasses expected to launch in 2027.
Apple didn’t immediately respond to a request for comment.
In recent years, Apple has often focused on refining buzzy, existing technologies, from mixed-reality headsets to AI features. As it stands, Meta is better positioned to dominate the smart glasses category, particularly as it continues to enhance its hardware, software and growing ecosystem of services. But Cook, according to Bloomberg, is “hell-bent on creating an industry-leading product before Meta can.”
The report said the glasses would use Siri and Visual Intelligence as part of Apple’s broader Apple Intelligence AI platform. In keeping with Apple’s overall product strategy, privacy would remain a central focus.
Still, the company may face challenges in making the device as indispensable as its other products, particularly the iPhone — and at a price that’s accessible enough to drive mass adoption.
A long-term priority
Eric Abbruzzese, research director at market research firm ABI Research, called Apple’s interest in smart glasses a long-term priority.
“AR has simply proven more difficult than VR to go to market with devices that balance cost and capability,” he said. “AR as a supplement to the smartphone, similar to an Apple Watch, is a very compelling product category that is truthfully only just starting to be served appropriately.”
Glasses like Meta’s Ray-Bans show that people are interested in smart eyewear but building ones with screens still presents a major challenge, Abbruzzese said. At the same time, AR and AI are increasingly intertwined, with companies like Apple, Meta and Google designing products that blend the two. Abbruzzese described the “holy grail” product as mass-market smart glasses — an affordable, display-enabled wearable that pairs with a smartphone and uses sensors, voice input and AI agents for natural, hands-free interaction.
“The relationship between AR and AI is a significant, mutually beneficial relationship where each technology benefits from the other,” he said.
Add comment