Apple launched the Vision Pro headset last February, an ultra-premium virtual reality device priced seven times higher than its main competitor, the Meta Quest 3. After an initial period of strong sales, the headset has gradually faded into obscurity, leading to a halt in production.
However, this commercial setback has not disheartened Tim Cook's team; instead, it has reinforced the idea of quickly producing smart glasses in Cupertino. This project, which has been in the works for several years, is now among Apple's top priorities, alongside the upcoming iPhone.
Mark Gurman, a journalist and Apple expert, discussed various smart glasses projects in his latest newsletter. Currently, Apple is primarily focused on finding the "killing feature," a key functionality that would entice consumers to purchase its device, which was notably missing from the Vision Pro according to internal reports.
