Apple Shelves Vision Pro: The 'AI Glasses War' Erupts as Meta, Google, and Snap Make Their Moves
Apple, according to a report by Mark Gurman of Bloomberg, has temporarily shelved the development of the next model of its VR headset 'Vision Pro' and is shifting in earnest toward the development of AI smart glasses. This decision is not merely a change in product strategy, but symbolizes a new phase in the battle for supremacy in the 'post-smartphone era' envisioned by major companies such as Apple, Meta, Google, and Snap.
1. Apple's Strategic Shift: From Vision Pro to AI Glasses
Apple was initially proceeding with the development of a lighter, lower-priced version of the 'Vision Pro,' but according to this report, many of the staff involved in that project have been moved to the smart glasses development team. According to Bloomberg, Apple is currently developing at least two types of smart glasses.
1-1. iPhone-linked 'N50' model
The first is an initial model codenamed 'N50'. It links with an iPhone and does not have its own display. It is said to be announced as early as 2026, with a target release in 2027. The strategy is to lock in existing users by naturally integrating it into Apple's iPhone-centric ecosystem.
1-2. Full-fledged model with a display
The second is a high-performance model with a built-in display. This is expected to be a direct competitor to the 'Ray-Ban Meta Display' announced by Meta in 2024. Although the release was initially planned for 2028, it is reported that they are moving up the development schedule. With this, Apple is prepared to once again adopt a 'late-mover advantage' strategy, armed with the three pillars of design, performance, and AI integration.
2. Meta's Lead and Strategy: Fusion of Ray-Ban and AI Agents
Meanwhile, Meta has been ahead of Apple, having launched its first-generation smart glasses on the market in 2021, and has steadily evolved its product lineup. In 2024, it strengthened its partnership with Ray-Ban and announced the 'Ray-Ban Meta Display,' which integrates a camera, speakers, a display, and a voice assistant. It has significantly increased practicality by performing real-time translation and image recognition via AI agents.
Meta CEO Mark Zuckerberg has repeatedly stated that 'smart glasses will become the next major computing platform,' and is clearly aiming to seize the lead in the post-smartphone 'always-on AI device' market.
3. Trends from Google, Snap, and Other Players
In this field, Google is also aiming for a re-entry. Ten years after the failure of the original Google Glass, the company unveiled a prototype of new glasses equipped with AI translation features in 2022. It is aiming to build a next-generation search experience that 'overlays information onto the real world' by strengthening its integration with the Gemini model.
Snap is also pursuing its own path with the 'Spectacles' series, which specializes in AR (augmented reality), and as of 2025, it is rolling out experimental spatial computing features ahead of time through a developer-focused model. In addition, players such as ByteDance and Xiaomi are entering the market in China, intensifying the three-way competition between hardware, software, and AI.
4. The Essence of the Hegemony Battle: 'Hardware' x 'AI' x 'Daily Life'
This smart glasses competition is not merely a battle of wearable gadgets. What each company is aiming for is the realization of a 'post-smartphone' experience where users wear them all day and AI understands the context to provide support.
Apple: Hardware perfection and ecosystem integration through iPhone connectivity
Meta: Promoting daily wear with AI agents and fashionability as weapons
Google: Infrastructure dominance through the expansion of search experiences and AI integration
Snap: Pioneering AR content creation and spatial expression
They all share the goal of a 'world where AI supports you by your side without having to take out your smartphone'.
5. Future Outlook: 'Practicality' and 'Price' Hold the Key
For the market to truly take off, it will require not only technical maturity but also practical usability for daily life, such as weight reduction, battery life, pricing, and privacy compliance. Just as Meta was quick to partner with fashion brands, 'how naturally it can be worn' will also be a decisive factor.
The background behind Apple shifting resources away from the Vision Pro lies in a sensitive reading of these market structural changes and timing. AI smart glasses are highly likely to become the main battlefield of the late 2020s, and the battle for supremacy among Apple, Meta, Google, Snap, and Chinese players will likely develop into one of the largest platform competitions since the advent of the smartphone.