While Apple news is currently dominated by Donald Trump's new tariffs and a major overhaul of iPadOS, another topic seems to be animating the corridors of Cupertino. According to indiscretions reported by Mark Gurman of Bloomberg, Tim Cook has reportedly made conquering the augmented reality glasses market a top priority. The Apple CEO is reportedly heavily involved and would have a clear target in his sights: Meta… and Mark Zuckerberg.
"Tim doesn't worry about anything else," confides a source close to the matter. And adds: "It's the only thing he really spends his time on from a product development point of view." These words, far from being insignificant, confirm the Apple brand's interest in the AR glasses segment after that of mixed reality headsets.
The idea of launching a pair of mixed reality glasses The increased use of "Apple Glasses" at Apple is nothing new. However, the intensity of Tim Cook's commitment seems to have reached a new level. The goal is no longer simply to offer a product, but to create an "industry-leading product," a phrase that sounds like a direct challenge to Mark Zuckerberg's company.
This determination may have been galvanized by Meta's recent advances in the field, notably the presentation of its Orion "holographic" glasses project. It's easy to imagine that this demonstration of ambition from its direct competitor could have piqued the Apple boss, making the response a priority for the Cupertino company.
If we believe Mark Gurman's information, this obsession could even accelerate the release schedule of Apple's AR glasses, although the development of such technology still requires time to achieve the perfection that the apple brand demands.
AI at the heart of Apple's strategy for its AR glasses?
The Artificial Intelligence division would have a key role in play in the development of these future glasses, with advanced integration. The next-generation Siri assistant could also be at the heart of the user experience.
However, Apple will have to overcome two major challenges related to artificial intelligence. The first is that the firm is behind schedule in the deployment of its AI and the second concerns the management of privacy issues that the intensive use of AI implies. For many years, the Californian firm has sought to stand out – particularly from Meta and Google – insisting on respecting the personal data of its users.
Also read: Apple Health: what is this "AI Doctor" who wants to coach your health?
Towards an intermediate model to prepare the ground?
While waiting for the arrival of these ambitious AR glasses, Apple could opt for an intermediate solution with the marketing of a "simple" model to compete with the Ray-Ban Meta. This strategy would allow the firm to position itself in this segment and create some excitement before the launch of a more sophisticated product.
One thing seems certain: the subject is gaining momentum in the aisles of Cupertino and Tim Cook's obsession could also be more personal. It is common knowledge that the bosses of Meta and Apple are not the best of friends, and this has been the case for several years. Faced with its worst enemy, Apple has no choice but to interfere in the battle, and Apple is not in the habit of playing a supporting role.
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