One may anticipate that the $3,500 price tag on Apple’s newly released Apple Vision Pro would encourage fierce competition.
However, aside from Meta, a different company has made the decision to abandon its plans for AR/VR devices and instead shift its focus toward developing AR/VR operating systems. This company is Google, as reported by 9to5Mac and initially covered by Business Insider.
Apple Vision Pro and its Impact on Google’s AR/VR Strategy
Google has canceled its Google Iris project, which would have marked its second attempt at entering the AR/VR glasses market.
The unsuccessful introduction of Google Glass in 2013, which didn’t achieve broad appeal, is still fresh in the memory of many. Considering this, along with Apple’s recent announcement of their highly expensive Apple Vision Pro project for AR/VR goggles, Google believes that making another attempt in this field at the present moment would be unwise.
Rather than pursuing the development of actual glasses, Google has chosen to concentrate on an operating system approach, similar to the successful Wear OS used in smartwatches by various manufacturers.
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Challenges in Bringing a Successor to Google Glass
The second iteration of Google Glass was first reported in 2022, but there was no clear information regarding the specific design or form of the next-generation glasses. Nevertheless, Google aimed for their AR/VR design to resemble everyday eyewear. The project, known as Google Iris, has been in progress since around 2021.
However, rumors started circulating about internal conflicts during the development phase, leading to frustration and numerous changes within the teams. Subsequently, there were layoffs and reorganization of teams, which all contributed to the downfall of the Iris project.
Despite Google’s decision to discontinue its own AR/VR glasses, Business Insider reports that they have not completely abandoned the idea of headsets. Instead, they have opted to change their approach and focus on designing an operating system similar to Wear OS, which they can license to manufacturers and generate substantial fees, similar to how Microsoft operates with Windows.
Google’s choice to halt the development of their AR/VR glasses was only partially influenced by the launch of Apple Vision Pro, which was anticipated by the industry. It appears that there were several longstanding challenges involved in bringing a successor to Google Glass to the market.
However, it is important to note that Apple Vision Pro is primarily a developer’s kit released by Apple while they continue to work on their long-rumored Apple Glasses.
According to Apple supply chain analyst Ming-Chi-Kuo, these glasses may potentially be released between 2026 and 2027. They are expected to be more affordable and marketed to the general public, likely priced closer to a MacBook Pro than a used car.
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