Apple might have hit pause on Siri’s AI revamp, but its ambitions in the wearable space are heating up. According to fresh reports, the company is going all-in on smart AR glasses—and it’s gunning straight for Meta.

Vision Pro Was Just a Teaser

The $3,299 Vision Pro headset turned heads, but it was never Apple’s real play. While it showcased the company’s premium edge, sales didn’t exactly match the hype. As Bloomberg’s Mark Gurman reports, Apple always had a more lightweight, consumer-friendly product in mind.

The goal? Sleek, durable AR glasses that can be worn daily—something far removed from the bulky and expensive Vision Pro. This strategic pivot shows Apple is thinking long-term and betting on everyday augmented reality as the next big thing.

Apple’s Eyes Are on Meta

Meta has already made waves with its Ray-Ban smart glasses, positioning itself as a serious contender in AR wearables. But Apple CEO Tim Cook reportedly wants to beat Meta at its own game. A source close to the matter told Bloomberg that Cook is laser-focused on this single product category like never before.

While Google and Samsung are also crafting their XR devices, Apple seems to view Meta as the main rival to watch. And it’s not just about beating Meta in hardware—it’s also about delivering meaningful applications that make AR glasses more than just a tech novelty.

What’s Next for Apple’s AR Push?

Don’t expect Apple’s AR glasses to hit shelves anytime soon. Development is in early stages, and building a product that balances performance, battery life, and affordability won’t be easy. But Apple is clearly working to avoid the Vision Pro’s sky-high price tag with this next iteration.

As interest in AR wearables grows, Apple is positioning itself to capture a large chunk of the market. The coming years could see a major shift in how we use—and wear—technology, and Apple wants to lead the charge.