Apple has reportedly cancelled its project to develop augmented reality (AR) smart glasses, according to Bloomberg’s Mark Gurman. This decision follows the underwhelming performance of the Vision Pro, Apple’s initial foray into the AR/VR market. The high price point and professional focus of the Vision Pro resulted in lower than expected sales and significant excess inventory.
The AR glasses were initially conceived as a competitor to Meta’s Ray-Ban smart glasses. The first iteration was designed to connect with an iPhone, but its limited functionality and impact on phone battery life prompted a redesign. Apple then shifted focus to linking the glasses with a Mac, but this approach also received poor internal reviews. The development team faced constantly evolving objectives, ultimately leading to the project’s cancellation.
Apple's cancelled AR smart glasses project aimed to compete with Meta.
This isn’t the first time Apple has abandoned a long-term project. The company previously scrapped its self-driving car initiative after a decade of development, and also discontinued work on in-house LED displays for the Apple Watch. These cancellations raise concerns about the future of the already struggling Vision Pro. While Apple is reportedly planning a successor to address the original’s shortcomings, there are internal concerns about a lack of clear direction for the product.
Despite this setback, Apple hasn’t entirely given up on AR glasses. Some executives reportedly remain hopeful about eventually developing standalone AR glasses. With Meta’s AR smart glasses not expected until 2027, Apple still has time to explore alternative approaches. Such a product could provide a more accessible and affordable entry point to AR experiences similar to those offered by the Vision Pro.
