Apple adjusts wearable device strategy, AR glasses become new focus

According to Bloomberg reporter Mark Gurman, Apple’s internal enthusiasm for the Apple Vision Pro head-mounted display has waned, and more resources will be invested in the research and development of all-in-one AR glasses. Although Vision Pro is a technical miracle, its performance in the commercial market has not met expectations, so Apple believes that there is not much value in continuing to invest a lot of resources in this direction.

However, Apple has not completely given up on the head-mounted display direction. According to Gurman, the research and development of Apple Vision Pro 2 and affordable Vision headsets and related operating systems are still continuing, but Apple’s focus has shifted to exploring all-in-one AR glasses that are lighter, more fashionable, and support end-side artificial intelligence.

Apple has considered building AR devices based on Macs or smart glasses, but these projects have been abandoned. Currently, the team is actively developing all-in-one AR glasses, which are not only lightweight and fashionable, but can also provide a rich AR experience. Although it may take three to five years to overcome this technical problem, Apple is still confident in the future of AR and is actively exploring a series of ideas and underlying technologies.

In addition to real AR glasses, Apple is also discussing smart glasses products similar to Ray-Ban Meta. Gurman believes that if Apple can give full play to its design advantages and closely integrate glasses with the iPhone, then related products are expected to become a hit in the market.

In addition, Apple is also developing an AirPods product equipped with a camera, aiming to provide a more intelligent listening experience through AI technology.