Apple's "Atlas" Project Maps Course for Smart Glasses Market Entry

Apple Inc. (AAPL.US) has embarked on an initiative dubbed "Atlas," which aims to explore the potential of entering the smart glasses market. Commencing last week, the plan seeks to gather feedback from Apple employees about smart glasses and intends to organize more focus group discussions in the near future. These studies are spearheaded by the product system quality team within Apple's hardware engineering division, establishing groundwork for Apple to follow Meta Platforms Inc. (META.US) into the burgeoning category of smart eyewear.

Insiders reveal that Apple typically convenes secret focus groups to gauge preferences for existing products as a precursor to venturing into new domains. This round of user research, focusing on smart glasses, is expected to guide Apple on what features to integrate into its eyewear and how the technology should be used.

There have been previous reports indicating Apple's interest in the smart glasses market, potentially setting its sights on challenging Meta's Ray-Ban glasses. Actual products, however, may still be years from launching. Meanwhile, Meta has found success with more streamlined options, such as the $299 glasses, which allow users to take videos, answer calls, and interact with AI assistants, despite them not being full-fledged AR glasses. Apple is contemplating creating similar products that operate akin to its highly popular AirPods headphones.

Yet, developing a successful face-worn device has long persisted as a challenge. Apple's previously released Vision Pro headset was deemed too cumbersome and costly to achieve mainstream appeal. Consequently, the company is also considering refinements to the Vision Pro to enhance its allure and is exploring a low-end version that utilizes cheaper components.

Beyond Apple, competitors like Meta and Snap Inc. have also been making strides in the AR glasses sector, though these products are not expected to be consumer-ready for several years. As pressure from competitors mounts, Apple continues to explore and innovate, aiming to secure a foothold in the smart glasses market.