Rumors have circulated for a while about Apple’s exploration of augmented reality glasses, but recent information from Mark Gurman indicates that the project has been terminated. Although Apple has shown considerable interest in the AR/VR market, its initial foray with the Vision Pro failed to make the anticipated impact. The high price point and professional-oriented use cases resulted in lower sales and a significant surplus of inventory.
The intention was to develop a version that could rival Meta’s Ray-Ban smart glasses, but Gurman reports that the project was scrapped after attempts to redesign the glasses fell short. Initially, these glasses were intended to connect to an iPhone; however, their limited processing capabilities restricted the functionalities, consequently affecting the iPhone’s battery life. Apple later pivoted to connect the glasses with a Mac, but feedback was less than favorable. The development team faced constantly shifting objectives, which contributed to the project’s eventual cancellation.
This isn’t the first time Apple has discontinued a project. After a decade of consideration, the company scrapped its plans for a self-driving car last year. Additionally, Gurman notes the cancellation of in-house LED displays for the Apple Watch. The abandonment of these initiatives raises concerns about the future of the already underperforming Vision Pro. While Apple reportedly has a next-generation Vision Pro in development to address its predecessor’s shortcomings, some employees express skepticism about the lack of clear focus and direction within the team.
However, all is not lost for Apple’s aspirations in AR. Several unnamed executives maintain hope for eventually developing a standalone pair of AR glasses. Meta is not expected to launch its AR smart glasses until 2027, so Apple has some time to reassess and strategize. A more affordable option could provide consumers with a valuable alternative to the Vision Pro features.
