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Apple is focusing on developing augmented reality (AR) glasses as its next-generation innovative product to succeed the iPhone.

On the 13th (local time), Bloomberg reported, citing sources, "Apple CEO Tim Cook is spending his time exclusively on AR glasses development and is not interested in anything else", adding, "Cook is showing a strong determination to create an industry-leading product ahead of Meta Platforms (hereafter 'Meta'). He wants to develop true AR glasses that customers can wear all day."

AR glasses are devices that overlay digital content using AR functions onto the user's field of vision. Apple has been working on AR glasses development for several years and initially planned to unveil the product in 2023, but postponed it due to technological limitations.

[Photo] On the opening day of the 55th Annual Meeting of the World Economic Forum held in Davos, Switzerland, in January 2025, Meta's AR glasses 'Orion' are being advertised.

Tim Cook "We will launch the industry's best AR glasses before Meta"
Stimulated by the positive response to the prototype of competitor Meta's AR glasses 'Orion'

Some analysts suggest that Apple was motivated to resume full-scale development of AR glasses after Meta's AR glasses prototype 'Orion' received significant attention in the tech industry. Meta unveiled Orion, developed in-house, last September and attracted considerable notice.

The release schedule for Apple's AR glasses has not been disclosed. Bloomberg noted, "To develop AR glasses, a variety of technologies such as ultra-high-resolution displays, high-performance chips, and ultra-compact batteries capable of supplying sufficient power must be perfected," and predicted, "It will take several more years before the product is completed."

Apple is also developing two types of headsets alongside AR glasses. One is the 'Vision Pro 2', the successor to the mixed reality (MR) headset Vision Pro, and the other is a headset designed to connect with Apple's PC product line, Mac.

Bloomberg stated, "Currently, the Vision Pro is priced so high that it rivals Apple's most expensive laptops," and predicted, "The Vision Pro 2 will not only feature a chip upgrade but will also be cheaper and lighter than the existing headset." The specifications for the headset designed to connect with Mac have not yet been revealed.

Thus, while Apple is preparing two new types of headset devices, Bloomberg added that, in the long term, the development of AR glasses remains Apple's bigger goal.