Apple is apparently considering entering the smart glasses market, despite reducing manufacturing of its $3,500 Vision Pro headset, which has struggled to meet consumer demand. According to Bloomberg, Apple recently held internal focus groups on a variety of existing smart glasses to obtain employee feedback as it assesses this emerging technology category.

Apple's approach comes as Meta gains headway with its AI-enabled Ray-Ban glasses, while CEO Mark Zuckerberg's ambitious Orion smart glasses demonstration is generating buzz. Meta's Ray-Ban spectacles, which start at $300, include functions such as cameras, speakers, and a microphone into a form that could easily pass as traditional eyewear.

The AI-powered frames, which appeared on Oprah Winfrey's annual gift guide, provide a wearable, on-the-go option that contrasts with the Vision Pro's bulkier headset design and additional battery.

Previously, digital titans such as Google and Snap sought to make smart glasses a consumer item, but none achieved long-term success. However, Apple's well-established reputation for technological refinement may allow them to join the market with a more competitive, user-friendly product. If Apple does intend to compete with Meta's planned Orion glasses, it may take advantage of their slower, deliberate approach to technological progress.

Meta, on the other hand, reported "strong momentum" for Ray-Bans in its last quarterly financial report. Zuckerberg's public demonstration of the Orion prototype signified Meta's shift toward higher-end smart eyewear, with hints of a future commercial release. For the time being, Apple appears to be focusing on assessing customer interest and testing available smart glasses, with Bloomberg stating that additional focus groups will be conducted in the near future.

Apple's cautious approach has become the norm in an era of rapid AI and AR breakthroughs. Apple waited until this week to unveil its own generative AI software, despite other tech titans launching AI tools over the last two years.