Tim Cook Apple AR glasses—those four words are now defining the future of Apple’s product roadmap. According to tech insider Mark Gurman, the Apple CEO is laser-focused on developing a groundbreaking pair of smart AR (Augmented Reality) glasses that could reshape the way we interact with technology.
Apple’s XR Gamble
Apple’s initial entry into Extended Reality (XR) with the Apple Vision Pro headset was bold but didn’t hit the mark in sales. Despite being one of the most advanced AR headsets on the market, its hefty $3,499 price tag was a hurdle for many. Still, Apple saw it as a necessary step to enter the XR space and begin laying the foundation for more refined innovations.
AR Glasses: The Real Goal
The Apple Vision Pro, insiders reveal, was a technological compromise—a way to get started while waiting for the ideal components to mature. Now, the real goal is within reach: sleek, lightweight AR glasses with strong battery life and intuitive controls.
This renewed focus is driven by competition, particularly from Meta, which recently showcased its Orion AR smart glasses, a product ten years in the making. Meta envisions Orion as a full smartphone replacement, and its success with the Meta Ray-Ban smart glasses has added fuel to the rivalry.
Tim Cook’s Tunnel Vision
Gurman’s newsletter, Power On, paints a picture of a CEO with a singular focus:
“Tim cares about nothing else. It’s the only thing he’s really spending his time on from a product development standpoint.”
For Cook, beating Meta to market isn’t just about innovation—it’s a legacy move. After the mixed reception of Apple Intelligence, he’s betting big on AR to redefine how we interact with digital worlds.
The Tech Titans in the Arena
Apple isn’t alone. Google is developing AI-powered AR smart glasses, and Samsung is gearing up with Project Moohan, marking its re-entry into the XR space. The battle lines are drawn, and the next few years could determine who dominates the post-smartphone era.
🚀 Final Thought
Whether Tim Cook’s AR dream becomes reality or not, one thing is clear: the race to develop smart AR glasses is heating up. And with Apple, Meta, Google, and Samsung all in the mix, the future of wearable tech has never looked more exciting.
