How Apple can make its smart glasses stand out from Meta's Ray-Bans
Not the looks or AI capabilities — it's the ecosystem that could set Apple's first smart glasses apart from others on the market and help Cupertino successfully break into the glasses space.
This may sound like an exaggeration, but Apple still has the best ecosystem. It's the one factor that not only keeps people loyal to the brand but also demonstrates how seamlessly Apple products work together. That could be the key advantage, giving Apple a head start in the smart glasses segment — even though it's entering late, with Meta's Ray-Ban glasses having already become an unexpected hit with consumers.
Apple's first smart glasses may not be too different from Meta's Ray-Bans — lightweight smart glasses equipped with a camera, based on a report from Bloomberg. This suggests that, for its debut in the category, Apple is taking a similar approach to Meta, which has successfully convinced consumers that smart glasses aren't just a gimmick with no practical use.
Meta's strategy with its Ray-Ban glasses has worked remarkably well — the company has reportedly sold over two million units, an encouraging sign for a still-nascent and largely unexplored segment. Rather than promoting the glasses as futuristic AR glasses — a technology still in the experimental phase — Meta focused on delivering a simple, functional product. The Ray-Ban glasses allow users to take photos, record videos, and interact with AI.
They are equipped with a camera, microphones, and AI tools, offering features that average consumers actually want to use — instead of incorporating augmented reality capabilities and a display, which would increase the price and potentially alienate mainstream users. Ray-Bans are sold for a starting price of $299 – no doubt a premium price but not overtly expensive.
If Apple does follow in Meta's footsteps with its first smart glasses, which are rumoured to launch sometime next year, it would suggest that Meta got something right in how it pitched the glasses to mainstream consumers.
For now, Apple has not officially indicated whether it is working on smart glasses, but Bloomberg's Mark Gurman believes that Cupertino's version will include cameras, microphones, and speakers. The glasses are expected to allow users to make phone calls, control music playback, get directions, and perform live translations.
They will reportedly feature an Apple-designed in-house chip, similar to those used in the iPhone and Apple Watch, and are said to be 'better made.'
However, to differentiate its smart glasses from existing offerings, Apple could introduce some unique tweaks and add its own spin. For example, Visual Intelligence could be a standout feature that enhances the usefulness of smart glasses. First launched in the iPhone 16 last year, the feature uses the smartphone's camera to identify objects — similar to how Google Lens works. By integrating Visual Intelligence into the glasses, the feature could become more smart and context-aware, offering a deeper understanding of the user's surroundings. The glasses form factor is better designed to support features like Visual Intelligence.
And, of course, Apple will likely integrate Apple Intelligence into the glasses — but it remains to be seen how effectively Cupertino can bring its existing AI features to a device that may not include a display. Apple may need to rethink which AI features work best on smart glasses, focusing on those that can take full advantage of voice interaction.
Early rumours about Cupertino's smart glasses may have shaped our expectations of what Apple's smart glasses could offer.
However, Apple still has a chance to win the smart glasses segment and make it mainstream — just as it once did with the iPhone, iPad, Apple Watch, and AirPods. Its secret weapon? The Apple ecosystem — something neither Meta nor Google nor Amazon truly has. The Apple ecosystem remain unmatched and how its products, be it hardware, software or service, interact with each other is something no one can replicate, even Meta.
The Apple ecosystem is all about Apple. The iPhone is at the center and every product revolves around it…the Mac, Apple Watch, iPad, Apple TV and you name it. It is certain that the Apple smart glasses will be deeply integrated with other Apple products like the iPhone, Apple Watch, and AirPods. This could mean that the glasses will be a new 'accessory' that works with all of Apple products and be a part of the Apple ecosystem. Pairing the glasses to the iPhone would be seamless and captured content could be later viewed in 3D, for example, on the Apple Vision Pro. There is a huge opportunity for Apple to 'think different' and come out with features that offer a differentiated experience.
Apple has a real chance to succeed, although pricing will be a crucial factor in gauging consumer interest in its smart glasses. Meta has set a benchmark with its Ray-Ban glasses, showing how much consumers are willing to pay for smart eye-wear. Apple can't afford to go wrong or repeat the mistake it made with the Vision Pro mixed-reality headset, which launched at $3500.
With Meta's problematic track record on privacy — and Google not far behind — Apple stands out for its strong reputation and clear privacy policies. Unlike Meta, which is essentially an advertising company that monetises consumer data, Apple does not sell user data. This could work in Apple's favour, especially as smart glasses are expected to feature multiple cameras and microphones. Given Meta's history and how it has handled consumer data in the past, it's hard to trust the company.
Anuj Bhatia is a personal technology writer at indianexpress.com who has been covering smartphones, personal computers, gaming, apps, and lifestyle tech actively since 2011. He specialises in writing longer-form feature articles and explainers on trending tech topics. His unique interests encompass delving into vintage tech, retro gaming and composing in-depth narratives on the intersection of history, technology, and popular culture. He covers major international tech conferences and product launches from the world's biggest and most valuable tech brands including Apple, Google and others. At the same time, he also extensively covers indie, home-grown tech startups. Prior to joining The Indian Express in late 2016, he served as a senior tech writer at My Mobile magazine and previously held roles as a reviewer and tech writer at Gizbot. Anuj holds a postgraduate degree from Banaras Hindu University. You can find Anuj on Linkedin.
Email: anuj.bhatia@indianexpress.com ... Read More
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