Apple may be exploring a new venture into smart glasses, as the company reportedly launched an internal review of existing products on the market, according to a Bloomberg report on Monday (Nov. 4). This early-phase project, code-named “Atlas,” began last week and involves gathering feedback from Apple employees on smart eyewear, sources informed Bloomberg.
Further focus groups are expected to follow, overseen by Apple’s Product Systems Quality team, a division within the hardware engineering department. In an email to select employees at Apple’s headquarters, the team emphasized the importance of product testing and user-driven development: “Testing and developing products that all can come to love is very important to what we do at Apple,” the message read, inviting employees to participate in an upcoming study on currently available smart glasses.
Apple has yet to provide an official comment, as per an inquiry from PYMNTS.
The Bloomberg report underscores the company’s past challenges in wearable devices. While Apple’s Vision Pro headset debuted in February, it has faced criticism for its bulky design and hefty $3,500 price tag, limiting its appeal to general consumers. Production of the Vision Pro was recently scaled back, with assembly partner Luxshare reportedly informed by Apple that manufacturing might be reduced or even paused in November.
Reports suggest Apple may be rethinking its approach, potentially working on a more affordable version of the Vision Pro to appeal to a broader audience.
If Apple proceeds with smart glasses, it will enter a competitive field dominated by Meta, which recently announced an expanded partnership with EssilorLuxottica, the maker of Ray-Ban, aimed at advancing AI-integrated smart eyewear. PYMNTS noted in September that this collaboration aims to deliver AI-powered glasses with enhanced features for immersive virtual shopping experiences, real-time price checks, and integrated digital catalogs, all accessible through the user’s field of vision.
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