Apple is not only trying to compete with Meta in the smart glasses market, but is also aiming to transform the entire market.
It has long
Apple Glasses: Late 2027 Release, Watch Comparison; iOS 28; Apple TV, HomePod - Bloomberg
https://www.bloomberg.com/news/newsletters/2026-05-31/apple-glasses-late-2027-release-watch-comparison-ios-28-apple-tv-homepod
Apple's strategy for smart glasses is the same as smart watches | The Verge
https://www.theverge.com/tech/940572/apples-strategy-smart-glasses-smart-watches
Apple's spectacle plan aims to take over the glasses industry
https://appleinsider.com/articles/26/05/31/like-apple-watch-at-start-apples-smart-glasses-plan-will-challenge-the-entire-industry
When the Apple Watch was released in September 2014, Apple considered not only Pebble and Motorola , which were pioneers in the smartwatch market, as competitors, but also watch manufacturers such as Swatch, Fossil, and Seiko.
Apple unveils its highly anticipated smartwatch, the 'Apple Watch' - GIGAZINE
Just like before, when Apple enters the smartwatch market, it's not just seeing Meta as a competitor, but also anticipating competition from eyewear manufacturers such as Oakley, Ray-Ban, and Warby Parker.
Gurman commented on Apple's planned smart glasses, saying, 'Apple seems to believe that its strong brand power, industrial design, and integration with iPhones will lead people looking to buy new everyday glasses to choose Apple's. It is also expected that its existing ecosystem with more than 2 billion active devices, a global retail network, and the provision of AI capabilities that help people engage with the world around them will provide further support.'
According to reports, Apple is targeting a price range of $200 to $500 (approximately 32,000 to 80,000 yen), but there is no guarantee that Apple will stick to this price range.
While Apple Watch's annual sales are estimated at $17 billion (approximately 2.7 trillion yen), the eyewear market has the potential for even greater business opportunities. According to market research firm Mordor Intelligence , the watch market is estimated to be worth approximately $132 billion (approximately 21 trillion yen), while the eyewear market is worth between $180 billion and $200 billion (approximately 28.7 trillion to 31.9 trillion yen).
Apple does not appear to have any intention of competing in the luxury eyewear market. Apple previously attempted to enter the luxury watch market with its 'Apple Watch Edition,' made of 18-karat gold and costing at least 1.28 million yen, but it was not a great success, and official repair services were discontinued in October 2023.
Official repair service for the 18-karat gold smartwatch 'Apple Watch Edition,' which costs over 2 million yen, is ending - GIGAZINE
Based on this experience, it seems that they will refrain from entering the high-end market with smart glasses and instead focus on the general consumer segment.
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in Hardware, Posted by logu_ii