Apple is preparing to enter the smart glasses market with a product set for commercial release in 2027, following potential preview plans later this year, according to Bloomberg’s Mark Gurman. The move marks a notable shift in the company’s augmented reality strategy, scaling back from earlier ambitions of launching multiple mixed-reality devices.
Gurman reports that Apple is currently testing four distinct frame designs for the glasses. These include a large rectangular frame, a slimmer rectangular version similar to those worn by CEO Tim Cook, a larger oval or circular frame, and a smaller oval or circular variant. The company is also exploring colour options such as black, ocean blue, and light brown. Unlike its Vision Pro headset, the glasses will not feature a display, positioning them closer in functionality to Meta’s Ray-Ban smart glasses.
The device will focus on basic wearable capabilities rather than immersive visual overlays. Users will be able to capture photos and videos through oval-shaped camera lenses, make and receive phone calls, play audio, and interact with Siri, which Apple has long promised to upgrade. This approach reflects a more conservative product strategy after the Vision Pro’s mixed market reception and delays in Apple’s broader AR roadmap.
The decision to omit displays simplifies both the hardware design and likely the regulatory and privacy considerations compared to full AR headsets. It also aligns the product more closely with consumer expectations for lightweight, everyday wearables. The glasses are expected to serve as a companion device, integrating tightly with the iPhone and other Apple services.
Apple’s entry into this category could intensify competition with Meta, Snap, and other tech firms investing in smart eyewear. The company’s brand strength and existing ecosystem may give it an advantage in mainstream adoption, despite arriving later than some rivals. Industry observers will be watching closely for any official announcement later this year, which could offer the first public glimpse of Apple’s vision for wearable AI-assisted devices.
If the timeline holds, the 2027 launch would cap several years of development aimed at refining both design and functionality to meet Apple’s standards for user experience and privacy.
