Tim Cooks AR glasses obsession: Vision Pro as a technological bridge

Published on: April 23, 2025 / Updated on: April 23, 2025 – Author: Konrad Wolfenstein

Tim Cook's race for the future of AR glasses: Apple vs. Meta – Creative image: Xpert.Digital

Tim Cook's race for the AR glasses future: Apple vs. Meta

Apple is betting on the future: AR glasses as a key technology

Apple CEO Tim Cook has placed a clear focus on the development of augmented reality glasses, making this project an absolute priority for the company. While Apple already has a mixed reality headset on the market with the Vision Pro, recent developments show that the company's actual goal is significantly more ambitious: lightweight, all-day wearable AR glasses that overlay information directly into the user's field of vision and aim to surpass Meta in the emerging competition for this groundbreaking technology.

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Tim Cook's AR glasses obsession

Tim Cook has declared the development of true AR glasses his absolute top priority. His stated goal is to beat Meta to the punch in terms of market launch. According to an insider, he dedicates a significant portion of his time to product development in this area. "Tim isn't interested in anything else," a person familiar with the matter is quoted as saying. This focus underscores the strategic importance Apple places on augmented reality technology.

Prioritization is taking place in an increasingly competitive environment. Meta is also working intensively on AR glasses and has already developed a prototype called "Orion," while Meta's current Ray-Ban Smart Glasses, which can take photos and offer AI functions, are proving to be a surprising success, according to Mark Zuckerberg.

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Vision Pro as a technological bridge

The current Vision Pro and upcoming versions of the mixed-reality headset serve as a technological bridge to Cook's ultimate goal: lightweight AR glasses that can be worn all day and overlay digital content onto the real world. The Vision Pro is described as a compromise, combining virtual reality with a "provisional version" of AR created using high-resolution screens and cameras.

For Apple, the Vision Pro is an important step in gaining experience in the field of augmented reality. Unlike pure VR headsets, AR glasses allow the real environment to remain visible while digital content is projected over it. This enables new ways of interacting in everyday life without completely isolating the user from their surroundings.

Reorganization of the development teams

Apple recently changed its structure for developing Vision products. The so-called "Vision Products Group" was dissolved, and its responsibilities were integrated into the existing corporate structure. This organizational unit was previously an independent entity that combined hardware, software, services, and product management under one roof—an unusual structure for Apple.

Software development for the headset will remain with Mike Rockwell, who previously headed the entire Vision Products Group and recently also took on responsibility for the Siri voice assistant. Hardware responsibility will now lie with Rockwell's former deputies, who will report directly to Apple's hardware chief, John Ternus. This realignment suggests a long-term strategy to integrate AR development into the company's core structure.

Setbacks: The discontinued N107 project

Despite its high priority, Apple has already suffered setbacks. The company has discontinued development of its augmented reality glasses, codenamed N107. These glasses were intended to be a lighter and more user-friendly alternative to the bulky Vision Pro and to look more like regular glasses.

The N107 AR glasses project was originally conceived as an accessory for the iPhone. However, the developers encountered technical limitations. The iPhone's processing power was insufficient to implement the planned functions. Furthermore, the smartphone's battery was excessively drained. Switching to a Mac connection also failed to produce the desired results, ultimately leading to the project's cancellation.

Apple had been working towards launching its everyday AR glasses in 2027 – around the same time that Meta is planning to release its AR glasses.

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Technical challenges remain

Several technical hurdles still need to be overcome before true AR glasses are ready for the market. These include high-resolution displays in a compact design, powerful and energy-efficient chips, and batteries with all-day runtime.

Energy consumption proved to be a particularly critical problem. Apple initially attempted to operate the glasses without an additional device, but this would have required the power output of an iPhone while consuming only a tenth of the battery. Next, pairing with an iPhone was tested, but here too, the problem arose that the AR glasses drained the smartphone's battery too quickly. The final attempt, to implement AR Vision by connecting to a Mac, apparently met with resistance from Apple management.

The race with Meta

Meta is also working intensively on AR glasses and has already developed a prototype called "Orion". The Artemis AR glasses, planned for 2027, are intended to represent a further development of this technology.

According to Meta, these AR glasses will be lighter and more advanced than their predecessors and are designed to offer a true AR experience that could potentially even replace smartphones. They will come with a small puck and a wristband to control the display. Meta is working to optimize costs, displays, and mass production to bring the Artemis glasses to market.

Competition is further intensified by a new partnership between Samsung and Google, who are also working on AR glasses that will run on the new Android XR operating system.

Interim solutions and new approaches

Apple is also considering interim solutions on the path to true AR glasses. These could include "Spectacles"—glasses without an AR display, but with cameras and AI features, similar to Meta's Ray-Ban Smart Glasses. For Apple, such glasses could be a good bridging solution until "true augmented reality glasses" are possible.

Apple is also exploring other interim solutions, including camera and microphone functionality in future AirPods or simple glasses for interacting with Siri. These approaches could provide important insights for the development of the final AR glasses.

Apple is planning an affordable and specialized successor to the Vision Pro

Despite lackluster sales figures for the Vision Pro, Apple is sticking to its AR ambitions and, according to reports, is already planning two new versions of the mixed reality headset. One of these is expected to be more affordable and lighter than the current model, which costs at least €3,999 in Germany. The second version is intended to work seamlessly with the Mac and, among other things, serve as a particularly low-latency monitor for professional applications – for example, in medicine or aviation.

With Tim Cook's clear focus on AR glasses and the strategic importance Apple attaches to this technology, it remains an exciting race between the tech giants. While Meta is working with concrete timelines for its Artemis glasses in 2027, Apple will do everything in its power to beat its competitor to the punch and define the next major computing platform.

Vision Pro as a bridge: Apple's battle for the world of augmented reality

Tim Cook's focus on AR glasses as an absolute priority underscores the strategic importance of this technology for Apple's future. Despite technical setbacks and the cancellation of Project N107, it's clear that Apple continues to work intensively on a practical AR headset to overtake Meta in the emerging competition. The Vision Pro serves as an important technological stepping stone, while Apple simultaneously explores various alternative approaches and foundational technologies. The outcome of this technological race will significantly influence which company will shape the next generation of computing.

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