Apple’s 20/20 vision

TL;DR: Apple will develop its first smart glasses, set to launch in 2027, and new details suggest a deliberate play to out-execute Meta rather than out-innovate it. And Apple may end up owning the category, despite arriving late, thanks to features like iPhone integration and the company’s design obsession.

What’s coming: Bloomberg first reported that Apple's glasses, internally called N50, are display-free, making them closer to Meta's Ray-Ban collab than anything resembling Apple’s Vision Pro headset (which is…for the best). Reminder: The Vision Pro launched in 2024 for $3,499, sold poorly, and gave some wearers literal black eyes.

New details reveal that the smart glasses will be built for everyday use: photos, video, music, calls, and a hands-free Siri. Apple is testing at least four frame styles (including one that apparently resembles Tim Cook’s pair), with color options like black, blue, and brown. The camera system will also have oval lenses that are vertically oriented, and the frames will be made of “luxurious” acetate instead of plastic. Apple is expected to officially unveil the project in late 2026, with retail availability in 2027.

The larger puzzle: Per Bloomberg, the glasses are one piece of Apple’s three-part AI wearables push, which also includes next-gen AirPods and a camera-equipped pendant. Every device in that lineup takes in the world around you and feeds that information directly into Siri and Apple Intelligence. And unlike Meta, which leaned on lens makers for its frames, Apple is going it alone on design.

Is Zuck freaking out?: He's probably not hitting the jiu-jitsu mat to take out his anger just yet. (Also worth noting: It’s not the first time these tech CEOs have gone head to head.) After all, Meta's Ray-Ban glasses have become an unexpected hit, selling out repeatedly. Meta has the runway, the partnerships, and a loyal user base.

But Apple has the iPhone. If Apple’s glasses are properly integrated with an updated Siri, they’ll become an extension of what’s already in a billion people’s pockets. And historically, seamless ecosystem integration is how Apple has won categories it didn't create. The Apple Watch wasn't the first smartwatch, and AirPods weren't the first wireless earbuds. But both became the default.

The catch: Apple’s success in the glasses category largely depends on a Siri that actually works—something Apple has been promising and underdelivering on for years.

Bottom line: Apple entering smart glasses isn't a surprise. The question is whether it’s diving into a category that Meta’s already won or one that's still up for grabs. But Apple’s track record proves it doesn’t need to get there first; it just needs to get there, so the smart money might be on Cook and Co. —AC