Apple is advancing its asia vets glasses development work, with a project named 'Atlas' launched last week. Although the actual product may take a few more years to come to market, analysts say that Apple's asia vets glasses may challenge Meta's Ray-Ban asia vets glasses position.
$Apple (AAPL.US)$ They are going to enter the asia vets glasses market!
On Tuesday, November 5th, according to Bloomberg, apple is advancing its research and development work on its smart glasses. A project named 'Atlas' was launched last week, including internal research on products currently available on the market, collecting feedback from apple employees on smart glasses, and planning to hold more focus groups for discussions in the future.
Although the actual product may take a few more years to be released, analysts say that apple's smart glasses may challenge $Meta Platforms (META.US)$ the position of smart glasses produced in collaboration with Ray-Ban.
This research is led by the apple product system quality team, which is part of the hardware engineering department. The team wrote in an email to apple headquarters employees:
"Testing and developing products that everyone loves is an important part of our work at Apple, which is why we invite participants to join the upcoming user research on existing smart glasses in the market."
When Apple considers entering a new field, it usually holds secret focus groups to understand what features people like about existing products. Apple typically relies on employees rather than customers to participate to avoid premature disclosure of plans.
Apple is following Meta into the AR field.
Creating a successful wearable device has always been a difficult challenge. Apple's $3499 Vision Pro headset, released in February, was considered too bulky and expensive by the market, making it difficult to become a mainstream product.
Therefore, over the years, Apple has been trying to create a more lightweight augmented reality (AR) device - one that can be worn all day and potentially replace the iPhone. However, due to the very high technical requirements, the project has been stagnant.
Compared to Apple, Meta has been successful in simplifying devices - Meta partnered with Luxottica Group SpA to launch $299 glasses that allow users to take videos, make calls, and ask artificial intelligence assistants. However, these are not true AR glasses as they do not overlay information on the lenses.
Apple is also seeking to create a similar product, possibly by manufacturing smart glasses similar to AirPods earphones, but the glasses can offer longer battery life, more sensors, and improved audio technology.
Apple also plans to improve the Vision Pro headset, currently developing a low-end version using cheaper components to increase its appeal.
However, apple's competitors are also constantly advancing product development. In recent months, meta platforms and snap inc. have both showcased new AR glasses - these glasses can combine the real world with layers of digital overlays for games, messages, apps, and more.
Editor/rice
