CUPERTINO: Apple is significantly ramping up its efforts in the augmented reality (AR) space, as new reports reveal the company is currently testing four distinct designs for smart glasses. According to Bloomberg's tech insider Mark Gurman, these smart glasses are set to compete directly with products like the Meta Ray-Ban Display glasses, with a potential unveiling slated for late 2026 before hitting the market in 2027.

The prototypes being evaluated include variations in frame styles such as rectangular, oval, and circular, as well as a range of color options. Gurman notes that some, if not all, designs could be available at the time of launch. A distinguishing feature of these glasses will be the vertically-oriented oval camera lenses paired with integrated lights. Additionally, built-in speakers will facilitate phone calls and music playback, echoing functionalities found in leading AR competitors like Xreal and TCL.

Highlighting Apple's strategic direction for the product, future iterations of these smart glasses are expected to incorporate advancements in artificial intelligence, providing users with an upgraded Siri that can support voice commands and AR features while in use. This aligns with a broader trend where major tech companies perceive AR wearables as a burgeoning market opportunity. However, despite a tripling of smart glasses sales for Meta's Ray-Ban model in 2025, analysts remain cautiously optimistic about the consumer appetite for such technology, questioning how seamlessly these devices will fit into daily life.

Although Apple's track record with consumer electronics suggests a capable introduction of this new form factor, its recent AR device, the Apple Vision Pro, has struggled to gain traction in sales. Moving forward, it will be crucial for Apple to not only innovate but also ensure that its offerings resonate with consumers who may still be wary of adopting smart glasses as an essential part of their routine.