Apple CEO Tim Cook is reportedly focused on developing augmented reality (AR) glasses, a product that could shape the company’s future. However, the device is still several years away from release.
Apple’s current mixed reality headset, the Vision Pro, has failed to gain strong traction. The device launched in the U.S. in early 2024 but sold poorly. IDC estimates Apple shipped about 390,000 units in 2024 and only 45,000 units in the final quarter of 2025. By comparison, Apple ships tens of millions of iPhones each quarter.
Reports say Luxshare, the Vision Pro’s manufacturer, stopped producing the headset last year. Apple has also sharply reduced marketing for the device, cutting digital ads by about 95% in major markets. Developer interest has slowed, with only around 3,000 apps built specifically for the headset.
The wider VR market is also shrinking. Global VR headset shipments fell 14% in the first half of 2025, according to Counterpoint. Meta still leads the market but is shifting focus toward AI-powered smart glasses.
Apple is doing something similar. The company is reportedly moving Vision Pro engineers to work on smart glasses. A lighter pair of Apple smart glasses, without displays, could launch in late 2026 or 2027. These glasses would rely on the iPhone for visuals and offer features like calls, music, navigation, photos, and translations.
The product Tim Cook is said to be most interested in is full AR glasses with built-in displays. These glasses would overlay digital content onto the real world and use a powerful Apple chip. Some see them as a potential long-term replacement for the iPhone.
Bloomberg’s Mark Gurman reports the AR glasses are likely at least three years away, possibly launching around 2028. Apple may wait for others to lead the market before releasing a more refined product, similar to its strategy with the original iPhone.
