Could Apple, once again, reshape a market despite entering into it late?
Apple is no stranger to entering markets later than its competitors, only to dominate them with superior design and excellent user experience. As rumors swirl about the company’s potential entry into the folding smartphone and smart glasses markets, it raises an intriguing question: Could Apple’s next big move reshape the augmented reality landscape and revolutionize wearable tech once again?
Last week, long-time Apple analyst Ming-Chi Kuo wrote a detailed Medium article that predicted Apple’s potential folding iPhone. Although the article is speculative, he shares details of what might be in a future Apple folding phone. I wonder if he has sources inside Apple or if one of its suppliers is feeding him these details. He suggests the specs will be locked in by the end of 2025, and we could see the first generation of an Apple folding phone by late 2026.
To be clear, Apple has said nothing about making a folding phone. Indeed, the market for folding phones today is relatively small. According to Trend Forces, 17.7 million were sold globally in 2024. Compare this to the number of smartphones sold in 2024, which was 1.22 billion units, and the folding smartphone market is minimal.
I have begun thinking about how Apple’s entrance into the smart glasses market has the potential to reshape not only the augmented reality landscape but also the broader technology industry. With Apple’s proven track record of refining emerging technologies and making them mainstream, their foray into this space could have far-reaching implications for hardware innovation, software ecosystems, and consumer adoption.
The Current Smart Glasses Landscape
Before diving into Apple’s potential impact, it’s crucial to understand the current state of smart glasses. Companies like Google, Microsoft, and Meta have all made strides in AR hardware. Despite its commercial failure, Google Glass paved the way for enterprise-focused AR devices. Microsoft’s HoloLens has gained traction in the industrial and medical fields, while Meta’s Ray-Ban Stories aim for a more fashion-forward, consumer-friendly approach. However, these devices have struggled to break into the mass market. Challenges such as bulky designs, limited app ecosystems, short battery life, and high price points have kept smart glasses mainly in the realm of early adopters and niche users.
Enter Apple: The Game Changer
Apple adopts a systematic approach to new technology markets. Apple typically does not rush into these areas; instead, it takes time to observe and analyze before entering when it is confident it can transform the product category. This strategy has proven successful repeatedly, evident in the iPhone’s transformation of the smartphone landscape, the Apple Watch’s leadership in wearables, and the widespread cultural impact of AirPods.
So, how might Apple impact the smart glasses market?
1. Design and User Experience
Apple’s design philosophy emphasizes sleekness, simplicity, and user-friendliness — all critical for smart glasses to achieve mainstream appeal. Current AR glasses often sacrifice aesthetics for functionality. Still, Apple’s expertise in balancing both could result in a product that looks and feels like regular eyewear while packing powerful AR features.
Apple’s rumored smart glasses, expected to integrate seamlessly with the iPhone, could reduce hardware bulk by offloading processing tasks to the smartphone. This design would improve battery life and allow for a more lightweight and comfortable design—a key barrier to adoption that Apple is well-equipped to overcome.
2. Ecosystem Integration
One of Apple’s most substantial competitive advantages is its ecosystem. With millions of users already invested in the Apple universe—from iPhones and iPads to Macs and Apple Watches—the company can create a seamless AR experience. Imagine receiving notifications, accessing maps, or translating languages in real time, all through a pair of Apple glasses that sync effortlessly with your other devices.
Apple’s robust App Store and ARKit platform would also benefit developers. By providing familiar development tools, Apple can jumpstart an app ecosystem for smart glasses, compelling users to buy the new hardware.
3. Consumer Awareness and Demand
Perhaps the most significant impact Apple could have is mainstreaming smart glasses. The company’s brand power and marketing prowess have a history of turning niche products into mass-market sensations. When Apple adopts a technology, it signals to the public that the technology is ready for prime time.
With smart glasses, this could mean a shift from seeing AR eyewear as a futuristic gimmick to an essential tech accessory — much like the transition from Bluetooth headsets to stylish, ubiquitous AirPods.
4. Content and Applications
Beyond hardware, Apple’s push into AR glasses will likely catalyze content creation. Its focus on AR apps for iPhones has already laid the groundwork, and smart glasses could open new opportunities for immersive experiences in gaming, education, health, and commerce.
For example, imagine a new wave of AR games where digital characters interact with your physical environment or real-time language translation that appears as subtitles right in your field of view. Apple’s relationships with content creators and developers could spark a flood of innovative applications tailored for smart glasses. Expect some hints of this at its World Wide Developers Conference, typically scheduled in June.
5. Market Ripple Effects
Apple’s entry into the augmented reality market will likely exert significant pressure on competitors such as Meta, Google, and Microsoft, compelling them to expedite their AR initiatives. Anticipate faster innovation cycles and increased R&D investments industry-wide. Additionally, Apple’s commitment to user privacy may set new industry benchmarks for AR data management, particularly given the sensitive aspects associated with cameras and sensors within eyewear, driving the market towards more transparent and secure AR experiences.
The Road Ahead
Despite Apple’s potential to revolutionize smart glasses, challenges remain. Battery life, field of view limitations, and pricing will all need careful consideration. Moreover, the public perception around wearing technology on one’s face—a barrier that Google Glass famously stumbled over—must be tactfully addressed.
However, if history is any guide, Apple has a knack for solving these technical challenges and crafting a narrative that makes its products desirable, even necessary.
Apple’s potential entrance into the smart glasses market would be more than just a product launch — it’s a possible paradigm shift for augmented reality and wearable technology. By leveraging its design expertise, ecosystem strength, and brand influence, Apple could transform smart glasses from a niche gadget into a must-have accessory. In doing so, they would push the entire tech industry forward, spurring innovation and reshaping how we interact with digital content and the physical world.
If Apple enters the smart glasses market, the future of AR glasses will be much more interesting.
Disclosure: Apple, Meta, Google and Microsoft subscribe to Creative Strategies research reports along with many other high tech companies around the world.
