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

Published on: April 23, 2025 / update from: April 23, 2025 - Author: Konrad Wolfenstein

Tim Cook's race for AR glasses future: Apple vs. Meta-creative image: Xpert.digital

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

Apple relies on the future: AR glasses as a key technology

Apple CEO Tim Cook has a clear focus on the development of augmented reality glasses and makes this project an absolute priority in the company. While Apple already has a mixed reality headset on the market with the Vision Pro, current developments show that the company's actual goal is significantly more ambitious: a slight, all-day portable AR glasses that are to blindfold information directly into the field of vision and meta in the upcoming competition for this future-oriented technology.

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Tim Cooks AR glasses obsession

Tim Cook has declared the development of real AR glasses an absolute top priority. His declared goal is to advance Meta in the launch. According to an insider, he dedicates a large part of its time in product development in this area. "Tim is interested in nothing else", a person familiar with the matter is cited. This focus underlines the strategic importance that Apple supports the augmented reality technology.

Priorities are settled in an environment in an environment. Meta also works intensively on AR glasses and has already developed a prototype called "Orion", while the current Ray-Ban Smart Glasses from Meta, which can take photos and offer AI functions, have been 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 on the way to cooks: a light AR glasses that can be worn all day long and displayed digital content into the real world. The Vision Pro is described as a compromise that combines virtual reality with a “provisional version” of AR, which is created using high -resolution screens and cameras.

For Apple, the Vision Pro is an important step to gain experience in the area of expanded reality. In contrast to pure VR headsets, the real environment remains visible to AR glasses, while digital content is projected with it. This enables new interaction options in everyday life without completely isolating the user from its surroundings.

Reorganization of the development teams

Apple recently changed its structure for the development of vision products. The so -called “Vision Products Group” was dissolved and its tasks integrated into the existing group structure. So far, this organizational unit has been an independent unit that combined hardware, software, services and product management under one roof - an atypical structure for Apple.

The software development for the headset remains with Mike Rockwell, who previously headed the entire “Vision Products Group” and has recently been responsible for the voice assistant Siri. In the future, Hardware responsibility will be at Rockwell's former deputies that Apple's hardware chief John Ternus should be subordinate. This realignment indicates a long-term strategy to integrate AR development into the company's core structure.

Setbacks: The set project N107

Despite the high priority, Apple had to accept setbacks. The company has discontinued the development of its augmented reality glasses with the code name N107. These glasses should be a lighter and more user -friendly alternative to the chunky vision pro and look more like normal glasses.

The AR glasses project N107 was originally designed as accessories for the iPhone. However, the developers met with technical limits. The iPhone's computing power was not enough to implement the planned functions. In addition, the battery of the smartphone was excessively used. A change to MAC connection also did not bring the desired success, which ultimately led to the project.

Apple had worked on launching everyday glasses in 2027-for example at the same time at which Meta is planning to publish its AR glasses.

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Technical challenges remain

Some technical hurdles still have to be overcome until the market maturity of real AR glasses. This includes high -resolution displays in a compact design, powerful and energy -efficient chips as well as batteries with all -day term.

Energy consumption was particularly critical. Apple initially tried to operate the glasses without an additional device, but this would have required the performance of an iPhone with just a tenth of the battery consumption. Next, the coupling with the iPhone was tested, but here too the problem occurred that the AR glasses emptied the battery of the smartphone too quickly. The last attempt to realize the AR vision by connecting to a Mac apparently met with resistance in Apple management.

The race with Meta

Meta also works intensively on AR glasses and has already developed a prototype called "Orion". The Artemis-Ar-glasses, which is planned for 2027, is to be a further development of this technology.

According to Meta, these AR glasses will be easier and more progressive than its predecessors and are designed to offer a real AR experience that could possibly even replace smartphones. They are delivered with a small puck and a bracelet to control the display. Meta is working on optimizing the costs, the displays and mass production in order to make the Artemis glasses on the market.

The competition is also tightened by a new partnership between Samsung and Google that also work on AR glasses that will run on the new Android XR operating system.

Interim solutions and new approaches

Apple also considers intermediate solutions on the way to real AR glasses. This could include “Spectacles”-glasses without AR display, but with cameras and AI features, similar to the Ray-Ban Smart Glasses from Meta. For Apple, such glasses could be a good transitional system until “real augmented reality glasses” are possible.

In addition, Apple also checks other interim solutions, including camera and microphone functions in future AirPods or simple glasses for interaction with Siri. These approaches could provide important findings for the development of the final AR glasses.

Apple plans inexpensive and specialized vision per successor

Despite the cautious sales of the Vision Pro, Apple records on its AR ambitions and, according to reports, is already planning two new variants of the mixed reality headset. One of them should be cheaper and lighter than the current model for which at least 3,999 euros in Germany are due. The second variant should work hand in hand with the Mac and serve as a particularly latent monitor for professional applications - for example in medicine or aviation.

With Tim Cook's clear focus on AR glasses and the strategic importance that Apple supports this technology, it remains an exciting race between the tech giants. While Meta works with concrete schedule for its Artemis glasses in 2027, Apple will do everything possible to advance the competitor and to define the next large computing platform.

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

Tim Cook's focus on AR glasses as an absolute priority underlines the strategic importance of this technology for the future of Apple. Despite the technical setbacks and the cessation of the N107 project, it is clear that Apple continues to work with high pressure on everyday glasses to overtake meta in the emerging competition. The Vision Pro serves as an important technological intermediate step, while Apple is at the same time researching various alternative approaches and basic technologies. The outcome of this technology competition will have a significant impact on which company will shape the next generation of computing.

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