Apple · Meta · Samsung · SpaceX · The Verge
Apple’s strategy for smart glasses is the same as smart watches
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It’s not taking on Meta, it’s going after Ray-Ban and Warby Parker too.
Key facts
- Similarly, Apple’s smart glasses will be positioned not against Meta and Samsung, but against Oakley, Ray-Ban, and Warby Parker in the $200-$500 range
- Apple Watch generates an estimated $17 billion annually, but eyewear is a potentially even bigger prize
- The company tried to compete in the luxury watch market with the $10,000 gold Apple Watch, but it never made much of an impact
- It’s not taking on Meta, it’s going after Ray-Ban and Warby Parker too
Summary
Apple isn’t looking to take on Meta in the smart glasses market; it’s looking to upend eyewear as a whole, ’s Mark Gurman. Apple Watch generates an estimated $17 billion annually, but eyewear is a potentially even bigger prize. Notably, though, Apple doesn’t plan to play at the highest ends of the market, leaving companies like Cartier and Matsudato to cater to luxury customers. 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.