The last time Apple introduced a brand new category was Vision Pro. Now rumours suggest that Apple Glasses could be next.
According to Bloomberg (via 9to5Mac), the glasses could be shown off as early as 2026 as a preview, although the actual launch will be delayed until 2027. That’s in line with how Apple has unveiled new product categories in the past: both the Vision Pro and Apple Watch were shown off long before they went on sale.
Smart glasses are growing in popularity but remain a niche, with Ray-Ban Meta one of the few clear market leaders and Samsung is getting in on the game too, with help from Google. But history shows that Apple can make a difference: neither the iPod, iPad nor the Apple Watch were first in their categories, but they strongly contributed to shaping the market.
Apple Glasses could have the same effect, especially if the product is lighter, cheaper and marketed as an accessory to the iPhone. They could outshine the iPhone 18 series as well as the rumoured foldable iPhone, with Apple very late to that party.
While the outcome is not guaranteed – the Vision Pro has so far not reshaped the VR market as many thought – there are expectations that the glasses will have a wider impact.
The second reason Apple Glasses is likely to attract a lot of attention is that it will be Apple’s first AI-centred product.
Unlike today’s iPhones, iPads and Macs, which are marketed as “built for Apple Intelligence”, the glasses will be directly dependent on advanced Siri technology and new AI features.
The big question is: can all this attention turn into a real sales success? If anyone can do it, it’s Apple.