Apple to Launch AI-Powered Smart Glasses in 2027: What We Know

What Happened?

According to a report by Mark Gurman at Bloomberg (as covered by Mashable), Apple plans to unveil its first smart glasses at WWDC 2027, with commercial availability before the end of that year. The device would lack a display — following in the footsteps of Meta and Samsung — and could forgo cameras or limit their use exclusively to power an AI assistant, in an attempt to mitigate growing privacy concerns. Gurman, known for his accuracy in Apple leaks, notes that the company has been testing multiple prototypes, some without cameras and others with limited sensors to capture contextual data without recording images. This decision represents a radical shift from the Vision Pro, which features 12 cameras and advanced sensors.

Why Is This Important?

Apple's move marks a strategic pivot after the relative commercial failure of the Vision Pro, a high-priced mixed reality device ($3,500) with limited use. According to analyst estimates, Apple sold fewer than 500,000 Vision Pro units in its first year, well below expectations. With these glasses, Apple is betting on a lightweight, screenless form factor with AI at its core, directly competing with the Ray-Ban Meta ($299) and Samsung's upcoming Galaxy Glasses. The decision to prioritize privacy — by eliminating photo/video recording — could redefine industry standards, especially after Meta faced criticism for non-consensual recordings with its glasses. Additionally, Apple may be responding to regulatory pressure in Europe, where privacy laws are increasingly strict.

Market Implications

• Direct competition: Apple enters a segment dominated by Meta (with over 2 million Ray-Ban Stories units sold since 2021) and Samsung, which has already showcased its Galaxy Glasses at Galaxy Unpacked 2025. Meta has led the market with a focus on cameras and social media, while Samsung has integrated its Bixby assistant. Apple aims to differentiate with a focus on contextual AI and privacy.
• Focus on contextual AI: The glasses could integrate with Apple Intelligence, offering real-time information about the environment without a screen, similar to Google Lens but more passive. For example, they could identify objects, provide translations, or location-based reminders, all without user intervention.
• Privacy as a differentiator: By eliminating the ability to capture images, Apple positions itself as the most privacy-respecting option, a critical factor after criticism of Meta for non-consensual recordings. This could attract consumers concerned about surveillance, as well as businesses seeking devices for sensitive environments (hospitals, offices).
• Impact on developers: Apple will likely open an SDK for developers to create contextual AI-based applications, expanding the ecosystem beyond the iPhone. This could generate new app categories, similar to those that emerged with the Apple Watch.

What Readers Should Know

This launch is not officially confirmed by Apple; it is based on anonymous sources cited by Gurman, whose track record is strong but not infallible. The glasses will likely require an iPhone to function, reinforcing the Apple ecosystem. The price is expected to be lower than the Vision Pro ($3,500), possibly around $500–$1,000, competing with Meta Glasses ($299) and Galaxy Glasses (price not yet announced). However, the price could be higher if it includes bone conduction technology or LiDAR sensors for enhanced spatial perception. Additionally, Apple may first release a high-end model for developers before a mass-market consumer model.

"Apple is weighing whether to eliminate cameras entirely or limit them to providing context to the AI assistant, without photo or video capability," the Bloomberg report states.

It is important to note that the absence of a camera limits certain popular features, such as first-person video recording or visual object identification. Apple could compensate with advanced audio sensors and directional microphones to capture ambient sounds. Additionally, the glasses might include a bone conduction speaker for notifications and Siri responses, similar to Meta Glasses.

Historical Context

Apple has been exploring smart glasses for years, with patents dating back to 2015. However, the commercial failure of the Vision Pro — which Apple is rumored to have drastically reduced production to fewer than 100,000 units in 2025 — has led the company to bet on a more accessible device with a clear use case: AI on the go. This move echoes the Apple Watch, which was initially criticized for its lack of utility and later became a success after focusing on health and notifications. The Watch went from a luxury accessory to an essential health device, selling over 100 million units. Similarly, Apple's glasses could find their niche in productivity and accessibility, aiding people with visual or hearing impairments. Another precedent is the iPod, which transformed portable music; the glasses could do the same for contextual information. However, the smart glasses market is still nascent: Google Glass failed in 2013 due to privacy issues and price ($1,500). Apple appears to have learned from those mistakes, prioritizing privacy and a lower price. Moreover, integration with Apple Intelligence, announced at WWDC 2024, provides the necessary AI foundation for the glasses to be useful without a screen.