Apple is getting serious about smart glasses: research and the company’s plans
By ForGeeks A new study from Apple indicates that the company is actively developing augmented reality (AR) smart glasses. While many may question the need for such a device, for some, the idea of replacing iPhones with smart glasses seems very tempting. Think back to Google’s April 4, 2012 Glass video, which showed the potential for AR-enabled glasses to be used in everyday life. Apple seems keen not to repeat the mistakes of Google Glass and is hoping for a more successful outcome.
Apple seems keen not to repeat the mistakes of Google Glass and is hoping for a more successful outcome.
Atlas Research Initiative and Competitor Study
According to Mark Gurman, chief correspondent for Bloomberg, Apple is analyzing all existing models of smart glasses on the market. The company is going to gather feedback from its employees who will test devices similar to other companies’ glasses as part of an initiative codenamed Atlas. One Apple employee, who wished to remain anonymous, said that Apple will set up focus groups to discuss current smart glasses in the near future, which will be overseen by the Product Systems Quality team, the division responsible for hardware engineering.
An Apple employee who wished to remain anonymous said that Apple will set up focus groups in the near future to discuss current smart glasses, which will be overseen by the Product Systems Quality team, the division responsible for hardware engineering.
In an email sent to select employees at Apple’s Cupertino headquarters, the Product Systems Quality team said, “Developing and testing products that everyone can love is an important part of our work at Apple. That’s why we invite you to participate in an upcoming study utilizing existing smart glasses on the market.”
We’d like to invite you to take part in this upcoming study.
Secret groups and competitor analysis
Gurman notes that Apple often holds private meetings and creates secret groups when preparing to enter a new product category. The company emphasizes internal feedback from employees rather than customers, which helps keep plans secret. This research will be key for Apple to determine which features are worth including in its smart glasses and to understand how users will apply the device in real life.
Apple’s research will be key to determining which features are worth including in its smart glasses and to understand how users will apply the device in real life.
Competition and the future of Apple Glass
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The very fact that Apple has launched this study speaks volumes about the company’s serious intentions to create, produce, and market its own smart glasses. While the device is still a few years away from release, Apple already sees Zuckerberg’s company as one of the leaders in the category. RayBan’s smart glasses, created in partnership with Luxottica, cost $299 and don’t yet have full AR functionality, though they can shoot video, take photos, and answer questions through an AI assistant.
The RayBan smart glasses, created in partnership with Luxottica, cost $299 and don’t yet have full AR functionality, though they can shoot video, take photos, and answer questions through an AI assistant.
Apple’s glasses will be significantly different from the Vision Pro, which offered a feature-rich experience for an impressive $3,499. To make smart glasses easy and affordable, Apple will have to limit the technological options. It will be a challenge, but after receiving input from focus groups, the company is likely to move quickly to create a device that could be a successor to the iPhone, known as Apple Glass.
After receiving input from focus groups, the company will likely move quickly to create a device that could be a successor to the iPhone known as Apple Glass.
