Apple CEO Tim Cook is “hell bent” on beating Meta to bringing “true” augmented reality glasses to market, Bloomberg’s Mark Gurman says in his latest “Power On” newsletter.
The current Apple Vision Pro and follow-ups to the spatial computer are the stepping stones to such a product, he adds.
Gurman says that Cook has made the glasses a “top priority” for Apple. ”Tim cares about nothing else,” Gurman says, quoting an unnamed “person with knowledge of the matter.” ”It’s the only thing he’s really spending his time on from a product development standpoint.”
If/when they materialize, “Apple Glasses” will be an augmented reality/virtual reality head-mounted display (HMD) that would be more akin in design to regular eyeglasses than the Vision Pro. Apple has filed for, and been granted, multiple patents for such a product.
Apple is purportedly conducing an in-house survey on the feasibility of such a product. The initiative, code-named Atlas, got underway in November 2024 and purportedly involves gathering feedback from Apple employees on smart glasses.
This info from Gurman is from the free edition of “Power On”. If you like it, consider subscribing to Bloomberg.com—you’ll receive the newsletter earlier and get exclusive access to a Q&A section.
