Apple is continuing its ambitious pursuit of developing smart glasses, a project seen as part of CEO Tim Cook’s grand vision for the future of wearable technology. The company aims to create a pair of lightweight spectacles designed for all-day wear, emphasizing the desire to release this “industry-leading product” ahead of competitors like Meta.

Smart glasses have been experimented with before, notably with Google Glass, which, despite initial failures in the consumer market, found success in business applications and inspired further innovations in the sector. Meta’s Ray-Ban smart glasses have emerged as the most successful offering to date, intensifying the competitive landscape.

Rumors regarding Apple’s entry into this domain have circulated since at least 2011, indicating a long-standing interest that hasn’t waned over the years. Mark Gurman from Bloomberg recently reiterated that Cook’s vision for Apple smart glasses has remained consistent for over a decade.

More than just an aspiration, Apple’s project has generated a dedicated team working diligently to ensure their product surpasses Meta’s approach. However, the reception of Meta’s offerings raises questions about whether Apple can still claim the title of industry leader.

Gurman has noted Cook’s intense focus on creating a consumer favorite, which suggests a keen understanding of market demands. In parallel to the smart glasses initiative, Apple is also reportedly developing the next version of its Vision Pro headset.

Recent reports indicate that production for this headset has begun, with an expected launch later this year. The upcoming version is anticipated to be lighter and more affordable than its predecessor, which was priced at $3,499.99 and deterred many potential buyers.

A reduction in price could significantly enhance its market position, making it more accessible to a broader audience.