Bloomberg reports that Apple is aiming higher than simply matching Meta and Samsung in developing smart glasses: the company wants to become a major player across the entire eyewear industry. Rather than positioning smart glasses as a niche luxury product, Apple’s strategy is to make them a mass‑market alternative to conventional eyeglasses.
Why this matters
The eyewear market is substantially larger than many wearable device segments. Market research estimates put the global eyewear industry’s annual revenue at roughly $180–200 billion (about 65–72 thousand billion forints at current exchange rates). By comparison, the global watch market is valued at about $132 billion (around 47 thousand billion forints). The Apple Watch has become one of Apple’s most successful products: analysts estimate it generates about $17 billion (roughly 6,100 billion forints) in revenue for the company each year.
If Apple achieves comparable success in eyewear, it could create a new business worth tens of billions of dollars.
Pricing strategy: reach consumers, not just luxury buyers
Apple appears to have learned from past missteps: at launch the Apple Watch included a $10,000 gold model that failed to meet expectations. This time the company is not targeting the premium luxury segment. Plans indicate Apple’s smart glasses could appear in the $200–$500 price band, where established brands such as Ray‑Ban, Oakley and Warby Parker currently compete. The aim is to win everyday eyewear customers, not the multi‑thousand‑dollar luxury market.
Ecosystem and artificial intelligence
Apple operates more than two billion active devices worldwide, and it plans to build new products on that ecosystem. The company expects tight integration with iPhones, iPads and Macs to provide a competitive advantage difficult for rivals to replicate.
Artificial intelligence is expected to play a central role: next‑generation smart glasses could offer real‑time translation, navigation, information search and environmental analysis. Apple envisions glasses eventually acting as a personal digital assistant that maintains continuous AI connectivity without users needing to take out their phones.
Intense competition ahead
Competition is already strong: Meta is investing heavily in smart glasses developed with Ray‑Ban, while Samsung and several Chinese manufacturers are working on their own solutions. Apple believes its strong brand, global retail network and ecosystem that links billions of active users can provide the foundation to become a major player in the coming years.
Potential impact
If Apple’s plans succeed, the company could do more than launch another tech product: it could reshape an industry still dominated today by traditional eyeglass manufacturers and position eyeglasses as one of the most important consumer devices in the post‑smartphone era.
(Source: Bloomberg reporting.)
