Apple’s strategy for smart glasses is the same as smart watches

Bloomberg’s Mark Gurman says Apple’s smart glasses strategy may mirror the Apple Watch launch: compete with tech rivals while also targeting established fashion and accessory categories. The company could price its glasses in the $200-$500 range, taking aim at brands like Ray-Ban, Oakley, and Warby Parker as well as Meta and Samsung.

Apple appears to be framing smart glasses as a broad consumer accessory, not just a niche AR gadget. If successful, this could expand the category beyond early adopters and accelerate the convergence of wearables and everyday fashion.