Apple CEO Tim Cook has reportedly shifted his full attention to one mission: launching industry-leading AR (Augmented Reality) glasses ahead of Meta. According to Apple insider Mark Gurman, Cook has made this initiative Apple’s top hardware priority, signaling a new strategic obsession with shaping the AR future.
📱 Apple Vision Pro Was Just the Beginning
Although Apple Vision Pro was one of the most advanced mixed reality headsets ever made, it underwhelmed in the market due to its hefty $3,499 price tag. Apple’s insiders have hinted that Vision Pro was always a stepping stone—a compromise driven by current tech limitations.
👓 AR Glasses: The True Goal
Behind the scenes, Apple has been working for years on smart AR glasses that offer all-day battery, seamless design, and intuitive use—a wearable that could eventually replace the smartphone. Gurman reports that Cook is personally invested in beating Meta to launch the first successful version of this futuristic product.
“Tim cares about nothing else. It’s the only thing he’s really spending his time on from a product development standpoint.” — Power On, April 2025
🥽 The Competitors: Meta, Google, and Samsung
Apple isn’t alone in this race. Meta has already introduced Orion, a concept smart glasses project a decade in the making, while its Ray-Ban smart glasses were commercially successful.
At the same time:
- Google is developing AI-powered AR glasses
- Samsung is planning a return with Project Moohan
With each tech giant pushing its own AR hardware agenda, the coming years could define the future of computing.
⚖️ Is Cook’s Vision Realistic?
While excitement runs high, recent stumbles—including lukewarm reception to Apple Intelligence—have cast doubt on Apple’s ability to deliver innovation at scale. If Cook’s AR dream doesn’t materialize soon, Apple may risk losing its edge in a rapidly evolving space.
Still, Apple’s track record of reshaping industries—from music to smartphones—leaves room for cautious optimism.
🔮 What’s Next?
With Meta’s Orion, Google’s AI glasses, and Samsung’s Moohan all in play, the race for AR dominance is just heating up. Whether Tim Cook’s AR glasses will define the future—or just fuel the competition—remains one of the most exciting questions in tech.
