Published on: February 1, 2025 / update from: February 1, 2025 - Author: Konrad Wolfenstein
Apple's AR dreams (spatial computing) burst: Why the vision glasses failed-and what comes now-Image: Xpert.digital
Apple's AR glasses project: setbacks and strategic realignment
Setting the AR glasses project
Apple's ambitious push into the field of augmented reality (AR) has suffered a clear dampers. report by Bloomberg, the project for the development of AR glasses, led internally under the code name N107 . This decision represents a significant setback for Apple's Vision Products Group, which already has to deal with the challenges of the comparatively cautious market success of her mixed reality headset Vision Pro.
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Challenges for the Vision Products Group
The Vision Products Group, which sees itself as a spearhead of Apple's advance into the world of immersive technologies, is now faced with a number of strategic and technical problems. The failure of the N107 project is not only a setback for product development, but also raises questions about the future orientation of Apple's spatial computer strategy.
Technical and practical obstacles
The planned AR glasses, which was intended as a compact and everyday alternative to the Vision Pro, were doomed several crucial obstacles. One of the main reasons for setting the project was the considerable technical difficulties that occurred in the implementation of the concept. The original idea provided for the AR glasses to pair the iPhone closely. However, this vision proved to be impractical due to the limited computing power and the high battery consumption of the smartphone.
Even the later attempt to connect the AR glasses with a Mac did not lead to the desired success. The technical infrastructure continued to be inadequate in order to meet the demanding requirements for a liquid and reliable AR experience.
Design problems and prototype failure
The technological barriers were not the only problems that plagued the project. Design difficulties also occurred, which made further development significantly difficult. Prototypes that were equipped with adaptive glasses - i.e. glasses that should automatically adapt to the lighting conditions - and integrated displays could not convince in internal tests. The performance of the displays turned out to be too weak and the desired functions often remained unclear. The prototype did not work reliably and did not achieve the desired user friendliness.
Strategic realignment on Vision Pro
There was also a strategic shift within Apple. The company decided to prioritize the further development of the Vision Pro. The focus is now on a cheaper version that is expected to come onto the market under the name "Vision" without the addition "Pro", and a successor model that is planned under the code name N109 for 2026. This strategic reorientation indicates that Apple views the Vision Pro as the most important product for entering the market for spatial computing and the development of an independent AR glasses for the time being.
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Market sequences and competitive advantages of Meta
However, the consequences of the project setting are far-reaching and significantly influence Apple's position in the market for augmented and virtual reality. A direct competitive disadvantage has arisen: While Apple has put the development of AR glasses on hold, Meta, the parent company of Facebook, was able to successfully establish itself as the leading provider of AR-capable glasses.
AR glasses from Meta and the competition from the tech industry
In particular, the Ray-Ban Smart Glasses, which were developed in cooperation with Meta, have proven to be popular. Meta also plans to launch independent AR glasses called "Artemis" in the near future, which could further consolidate META's position in the field of augmented reality. In addition, other technology companies such as Google could also enter the market with their own AR glasses and thus further tighten the competition.
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Challenges for the Vision Products Group
The current situation is a challenge for the employees of the Vision Products Group. The repeated setbacks, which also include the setting of the auto project in 2024 and the comparatively weak sales figures for the Vision Pro, have significantly impaired the morals of employees. Internal criticism that relates to the lack of strategic orientation of the group is also loud. Employees complain that it is not clearly defined what role the Vision Products Group should play as part of Apple's overall strategy. This lack of clarity leads to frustration and unsettles many employees.
Future prospects of Vision Pro 2
Despite these challenges, Apple continues to work on the further development of its vision product range. The focus is on vision Pro 2, which is due to come onto the market at the end of 2026. This successor model should be easier and more powerful than its predecessor. However, compromises are considered to reduce the costs. For example, the Eyesight display, which projects the eyes of the carrier, could be eliminated. The processor also could cut back to reduce the price of the glasses.
Some sources indicate that Apple has temporarily discontinued the development of Vision Pro 2 in order to focus on a cheaper model. However, these reports come from earlier months and have been refuted by recent forecasts that confirm a Pro-2 release for 2025/2026.
New concept ideas for spatial computing
There are also reports of a new concept in which AR functions are to be realized with integrated sensors via hearing plugs. These "AirPods with cameras", according to an internal name, could be a less intrusive way of integrating AR functionalities into the everyday life of users. This concept illustrates that Apple will not continue to pursue classic AR glasses for the time being, but continue to work on new ways to integrate spatial computer technology into everyday life.
Technical challenges and strategic decisions
Apple's setback at AR glasses is a symptom for the technical challenges and uncertainties in an area that is still in an early stage of development. While other companies such as Meta and Google are actively working on the development of AR glasses, Apple continues to focus on expensive and relatively bulky headsets. This risky approach has already proven to be questionable in view of the previous acceptance problems of the Vision Pro. The Vision Products Group must now prove that despite the setbacks, it can create a convincing roadmap for the future of spatial computing.
The role of the Vision Products Group in Apple's overall strategy
Apple's development history is characterized by innovations and strategic turning points. The Vision Products Group is now facing the task of reinventing itself and finding a way to achieve your own goals. This requires a clear strategic direction, but also an open ear for the needs of users. The world of spatial computing is still in its infancy, and there is no guarantee that a certain technology or a specific product will make the breakthrough. The challenge for Apple is now to find the right way to play a leading role in this new era of computing.
Apple and dealing with setbacks
The current situation illustrates that even a company with the resources and the innovative strength of Apple is not immune to setbacks and challenges. The development of new technologies is a complex process that is characterized by uncertainties and risks. Apple's decision to stop the AR glasses project for the time being is a sign that the company is willing to make difficult decisions and rethink your own strategy.
The perspective: Apple's AR future
It is important to emphasize that the setting of the N107 project does not mean the end of Apple's efforts in the field of augmented reality. The company will continue to invest in the development of new technologies and products that have the potential to change the way we interact with the digital world. Vision Pro 2 and the "Airpods with cameras" are just two examples of the efforts of Apple to find new ways to realize the vision of spatial computing.
Forecasts and scenarios for the future
The future of Apple's commitment in AR and VR is uncertain. There are different scenarios that could occur in the coming years. It is possible that Apple will present new AR glasses in the near future, which overcomes the previous challenges. However, it is also conceivable that the company is initially focusing on the further development of the Vision Pro and the AR glasses development shifts indefinitely. The situation is dynamic and many factors will influence future development.
The role of users
It is also important to take into account the role of users. The acceptance and success of products such as the Vision Pro largely depend on how well they meet the needs and wishes of the users. In the past, Apple has proven that it is able to develop products that change people's lives. However, this requires a deep understanding of the needs of the users and the willingness to break new ground.
The complexity of the competition
The current developments in Apple illustrate the complexity of the competition in the technology area. The companies are fighting for dominance in a market that is constantly evolving. The challenges are diverse, from technical difficulties to strategic decisions and acceptance by the users. Companies like Apple must be innovative, react flexibly and be ready to take risks in order to be able to survive in this competition.
Setbacks and realignment
A look at the history of technology companies shows that setbacks and new directions are a normal part of the development process. The great innovations are often the result of mistakes, knowledge and the willingness to break new ground. Apple has shown several times in its history that it is able to reinvent itself and learn from setbacks. The Vision Products Group now has the task of learning from the current difficulties and developing a convincing strategy for the future of spatial computing.
A turning point for Apple
Apple's decision to put the AR glasses project on hold is not the end of the path, but a turning point. It is an opportunity for the company to rethink its strategy, learn from mistakes and to set the course for a successful future. The coming years will show how the landscape of spatial computing will develop and what role Apple will play in this area. The challenges are great, but the chances are too.
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