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.

Apple isn't just looking to take on Meta in the smart glasses market; it's looking to upend eyewear as a whole, according to Bloomberg's Mark Gurman. When the Apple Watch launched, it wasn't simply competing against the Pebbles and the Motorolas of the world. The company also had Swatch, Fossil, and Seiko in its crosshairs. Similarly, Apple's smart glasses will be positioned not just against Meta and Samsung, but against Oakley, Ray-Ban, and Warby Parker in the $200-$500 range. Apple Watch generates an estimated $17 billion annually, but eyewear is a potentially even bigger prize. Where the watch market is worth an estimated $132 billion, a … Read the full story at The Verge.