Apple’s Augmented Reality Struggles: A Vision Lost?

For a company synonymous with innovation, Apple’s latest retreat from the augmented reality (AR) space signals a rare moment of uncertainty. According to reports, Apple has abandoned its secretive AR glasses project, codenamed N107, effectively stepping away from the competition with Meta’s Ray-Ban smart glasses. This move raises a pressing question: does Apple still have a clear vision for its future in AR and VR?

A Project That Never Saw the Light of Day

Apple’s AR glasses were meant to seamlessly integrate digital information into the real world, providing a lightweight, wearable alternative to bulkier headsets. However, technical limitations repeatedly derailed the project. Initial tests revealed that the processing power required to run AR features drained the iPhone’s battery too quickly. A pivot to Mac connectivity followed, but performance issues persisted. This week, Apple reportedly scrapped the project altogether—an admission that, for now, it simply couldn’t deliver a viable product.

Vision Pro: A Technological Triumph with No Audience?

This decision comes in the wake of the Apple Vision Pro headset’s lukewarm reception. Launched in 2023 with much fanfare, the device showcased cutting-edge technology but lacked compelling real-world applications. Its staggering $3,499 price tag put it out of reach for most consumers, and by the end of 2024, Apple had slashed its sales expectations repeatedly, ultimately landing on a modest 500,000 units sold.

Meanwhile, Meta’s approach to AR wearables has proven far more commercially successful. The company’s Ray-Ban Smart Glasses surpassed one million sales in 2024, offering a more accessible and practical alternative for consumers. Priced at just $300, they represent a stark contrast to Apple’s premium approach—though Meta’s massive AR/VR division losses suggest the company is still playing the long game, potentially subsidizing costs to drive adoption.

Meta’s Ambitious Wearable Strategy

Unlike Apple, Meta remains bullish on AR, investing heavily in future products. CEO Mark Zuckerberg has gone as far as to predict a future where “billions of AI glasses” are sold globally. Whether this proves to be an overstatement or a glimpse into the next major technological shift remains to be seen. However, Meta’s upcoming Hypernova smart glasses and a new Oakley-style AR model aimed at athletes suggest the company is committed to expanding its wearable ecosystem.

Apple’s Next Steps: Reinvention or Retreat?

Apple’s AR ambitions aren’t dead—just in flux. Reports suggest the company is exploring alternative wearables, including an AirPods model with built-in cameras and potential follow-ups to the Vision Pro. However, these sound more like experiments than a cohesive strategy. Without a clear roadmap, Apple risks falling behind in a space that could define the next decade of computing.

For now, it appears the company is stepping back to reassess its place in the AR landscape. Whether that results in a groundbreaking product or another abandoned concept remains an open question. One thing is certain: in an industry driven by vision, Apple’s next move will need to be far more decisive.

Post picture: Apple

Alexander Pinker
Alexander Pinkerhttps://www.medialist.info
Alexander Pinker is an innovation profiler, future strategist and media expert who helps companies understand the opportunities behind technologies such as artificial intelligence for the next five to ten years. He is the founder of the consulting firm "Alexander Pinker - Innovation Profiling", the innovation marketing agency "innovate! communication" and the news platform "Medialist Innovation". He is also the author of three books and a lecturer at the Technical University of Würzburg-Schweinfurt.

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