Apple’s Smart Glasses Strategy
By the end of 2027, Apple intends to release smart glasses, positioning them as the optical market’s equivalent of the Apple Watch. The company is aiming to carve out its own space in the traditional eyewear industry, where products typically cost between $200 and $500. Its main rival in this space is Meta, which already sells a line of Ray-Ban smart glasses. According to the World Health Organization, 2.2 billion people worldwide suffer from vision impairments, highlighting the massive potential of an optics market valued at roughly $200 billion annually.
The Apple Watch’s Market Impact
When the Apple Watch debuted in 2015, it dramatically reshaped the watch industry: by 2025, Swatch’s revenue had fallen 28% below its level the year before the Apple Watch launched, while Fossil saw sales drop by about 70%. These figures suggest Apple may be aiming to replicate that disruption in the smart glasses segment. The company’s device, codenamed N50, has the potential to become a major player in a market currently dominated by brands such as EssilorLuxottica, Safilo, and Warby Parker.
In parallel, Apple is actively developing new versions of its operating systems. It has begun work on iOS 28 and macOS 28, internally codenamed Bell and Poppy, respectively. iOS 28 is expected to launch alongside a special anniversary iPhone marking the device’s 20th year. Updates are also coming to Apple TV, which will receive a new chip, while the HomePod mini is gaining AI-powered features thanks to a replacement of its seven-year-old S5 processor.
Apple’s push into smart glasses reflects its broader ambition to enter new markets and compete with established eyewear brands. Given the rising demand for technologies that assist people with vision problems, this new product could mark a key milestone in Apple’s strategy. At the same time, the development of new operating systems underscores the company’s effort to unify its products and services into a cohesive ecosystem that meets modern consumer expectations.
As Apple prepares to enter the smart glasses market, advancements in their flagship devices like the iPhone are also on the horizon. The upcoming iPhone 18 Pro is set to feature a mechanical variable aperture, showcasing Apple's commitment to enhancing user experience across all its products. This innovation could complement the functionality of smart glasses, creating a seamless ecosystem for users.