Summary: Apple is reportedly still heavily focused on creating a pair of smart glasses, with the product said to be CEO Tim Cook’s grand vision for the company. Apple also wants to release this “industry-leading product before Meta.”

Apple CEO Tim Cook has a grand vision for the future of face-worn wearable tech, and it apparently revolves around smart glasses under the Apple brand. A pair of “lightweight spectacles that a customer could wear all day.” Smart glasses aren’t exactly new territory for the tech world. However, they’re not something that has been around for decades either.

Google’s Google Glass product set this category in motion. Even though Google Glass more or less bombed with consumers, it did succeed in a few ways. For one, it was widely accepted and even well-liked in the business segment. It also paved the way for other companies to try their hand at a pair of their own. The most successful thus far are Meta’s Ray-Ban smart glasses. Rumors of an Apple pair of smart glasses have been floating around for quite a while, and it seems Tim Cook hasn’t let go of this grand vision.

Apple smart glasses are more than Tim Cook’s grand vision

As mentioned, Apple smart glasses are hardly a new idea for the company. Rumors of such a device from the Cupertino company have been around as far back as 2011. With varying degrees of a potential release over the years. According to Bloomberg’s Mark Gurman, who most recently mentioned the potential product, Tim Cook hasn’t changed his vision for launching a pair of these high-tech spectacles for more than a decade.

They’re more than a grand vision, however. Gurman states that the team is “hell-bent on creating an industry-leading product before Meta.” With Meta’s Ray-Ban smart glasses already on the market, we’re not so sure Apple can achieve this goal anymore. Although that also depends on whether the industry itself sees the Meta Ray-Ban smart glasses as an industry-leading product in its category.

Gurman also says that Tim Cook “cares about nothing else,” suggesting that he’s laser-focused on creating something that consumers will adore.

Apple is also hard at work on the next version of the Vision Pro headset

In addition to a pair of smart glasses, Apple is also reportedly hard at work on the next version of its Vision Pro headset. This isn’t the first time rumors about this product have popped up. In fact, back on April 9, it was reported that production on the headset had kicked off. Apple is also said to be launching them later this year. This new version of the headset is supposed to be lighter and cheaper than its predecessor.

That could bode well for Apple, given the cost of the original Vision Pro. Its $3,499.99 price tag is prohibitively expensive and shied a lot of consumers away. There’s no word from Gurman about the potential price tag of this new headset. That being said, any price drop is likely to put it in a better position than the first model.