Apple Inc. (AAPL, Financial) has initiated Project Atlas, aimed at exploring the potential entry into the smart glasses market. The project began recently, focusing on gathering feedback from Apple employees on smart glasses and organizing more focus group discussions. Led by Apple's hardware engineering department, this initiative sets the groundwork for Apple to follow Meta Platforms Inc. (META) into the growing smart glasses category.
Apple typically conducts secret focus groups to gauge public preference for existing products, which informs their decision to enter new fields. Research from this study may guide the development of features in Apple's potential smart glasses and determine how the technology might be used.
Reports have previously suggested Apple's interest in the smart glasses market, which could challenge Meta's Ray-Ban Stories. While Apple's product might take several years to launch, Meta has already seen success with its $299 glasses, enabling users to capture videos, make calls, and interact with AI assistants, although they are not true AR glasses.
Apple aims to create a similar product, potentially functioning like its popular AirPods. Developing a successful facial wearable device poses challenges, as evidenced by the Vision Pro headset's perceived bulkiness and high cost. Apple is considering improvements to the Vision Pro and developing a more affordable version.
Competitors like Meta and Snap Inc. are also advancing in the AR glasses sector, but their products aren't expected to become consumer-ready for several years. Despite competitive pressures, Apple remains committed to innovation in securing a position in the smart glasses market.
