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He has over 18 years of experience, including 10 years as managing editor at Engadget.Apple isn’t just looking to take on Meta in the smart glasses market; it’s looking to upend eyewear as a whole, according to Bloomberg’s Mark Gurman. When the Apple Watch launched, it wasn’t simply competing against the Pebbles and the Motorolas of the world. The company also had Swatch, Fossil, and Seiko in its crosshairs. Similarly, Apple’s smart glasses will be positioned not just against Meta and Samsung, but against Oakley, Ray-Ban, and Warby Parker in the $200-$500 range.Apple Watch generates an estimated $17 billion annually, but eyewear is a potentially even bigger prize. Where the watch market is worth an estimated $132 billion, according to Mordor Intelligence, eyewear is estimated to generate between $180 and $200 billion annually.Notably, though, Apple doesn’t plan to play at the highest ends of the market, leaving companies like Cartier and Matsudato to cater to luxury customers. The company tried to compete in the luxury watch market with the $10,000 gold Apple Watch, but it never made much of an impact. So this time around it seems Apple will focus on mainstream consumers.According to Gurman:The company believes its strong brand, industrial design and iPhone integration will lead people seeking new regular glasses to spring for an Apple pair instead. Apple’s existing ecosystem of over 2 billion active devices, its global retail footprint and the promise of artificial intelligence features that could help people interact with the world around them will help as well.Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.Terrence O'BrienCloseTerrence O'BrienWeekend EditorPosts from this author will be added to your daily email digest and your homepage feed.FollowFollowSee All by Terrence O'BrienAppleCloseApplePosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All AppleApple RumorsCloseApple RumorsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All Apple RumorsNewsCloseNewsPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All NewsTechCloseTechPosts from this topic will be added to your daily email digest and your homepage feed.FollowFollowSee All TechMost PopularMost PopularUnited flight forced to turn around because of a Bluetooth speaker nameThe SpaceX IPO is great for Elon Musk and terrible for you007 First Light is already discounted for the PS5 and SteamUser-replaceable batteries are coming back in a big wayNvidia, Microsoft, and Arm are all teasing Nvidia’s new N1X laptop processorsThe Verge DailyA free daily digest of the news that matters most.Email (required)Sign UpBy submitting your email, you agree to our Terms and Privacy Notice. 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Apple's strategy for smart glasses mirrors its approach to smart watches by expanding its competitive scope beyond Meta to include eyewear brands such as Ray-Ban and Warby Parker. This expansion suggests that Apple is aiming to fundamentally reshape the eyewear market rather than simply competing within the existing smartwatch ecosystem. According to Mark Gurman, this move targets the broader eyewear industry, which represents a significantly larger market opportunity than the smartwatch sector. While the Apple Watch market is estimated at $132 billion, the eyewear market is projected to generate between $180 and $200 billion annually.

The rationale behind this strategy involves leveraging Apple’s established assets. The company intends to capitalize on its strong brand recognition, superior industrial design capabilities, and seamless integration with the iPhone. Apple believes that these elements will motivate consumers seeking new eyewear to choose an Apple product. Furthermore, the existing ecosystem advantage is crucial, encompassing over two billion active devices, a vast global retail footprint, and the promise of artificial intelligence features that enhance user interaction with the surrounding environment. Unlike previous attempts in the luxury watch market, where Apple faced limited impact, this strategy appears focused on capturing the mainstream consumer segment. By positioning smart glasses in the $200-$500 price range, Apple seeks to appeal to a wider audience, avoiding the high-end luxury segment currently occupied by brands like Cartier and Matsudato. Ultimately, Apple intends for its integration of its existing technology and brand identity to drive adoption in the eyewear category.