Apple revives smart watch playbook for smart glasses
▼ Summary
– Apple plans to compete broadly in the eyewear market against brands like Oakley, Ray-Ban, and Warby Parker, not just smart glasses rivals like Meta and Samsung.
– The global eyewear market, estimated at $180–$200 billion annually, is larger than the $132 billion watch market where Apple Watch earns $17 billion.
– Apple will focus on the $200–$500 price range for its smart glasses, avoiding the luxury segment after the $10,000 gold Apple Watch failed to make an impact.
– Apple aims to attract mainstream consumers by leveraging its strong brand, industrial design, and seamless integration with the iPhone.
– The company’s ecosystem of over 2 billion active devices, global retail presence, and AI features are expected to drive adoption of its smart glasses.
Apple is plotting a major shift in the wearable tech market, and this time, it’s not just about competing with Meta. According to Bloomberg’s Mark Gurman, the company is aiming to disrupt the entire eyewear industry , going far beyond smart glasses alone. When the Apple Watch debuted, it didn’t just go after Pebble or Motorola. It targeted the entire watch market, including legacy players like Swatch, Fossil, and Seiko. Now, Apple is applying the same playbook to smart glasses, positioning its upcoming product to compete not only with Meta and Samsung, but also with legacy eyewear giants like Oakley, Ray-Ban, and Warby Parker , all in the $200 to $500 price range.
The financial stakes are enormous. The Apple Watch currently generates roughly $17 billion annually, but the eyewear market offers an even bigger prize. According to Mordor Intelligence, the watch market is valued at about $132 billion, while eyewear pulls in between $180 billion and $200 billion each year.
Notably, Apple isn’t aiming for the luxury tier this time. The company learned from its earlier attempt with the $10,000 gold Apple Watch, which failed to gain traction. Instead, it will leave high-end customers to brands like Cartier and Matsuda. The focus is squarely on the mainstream consumer.
As Gurman explains: “The company believes its strong brand, industrial design and iPhone integration will lead people seeking new regular glasses to spring for an Apple pair instead. Apple’s existing ecosystem of over 2 billion active devices, its global retail footprint and the promise of artificial intelligence features that could help people interact with the world around them will help as well.”
(Source: The Verge)
