Experts praise Apple's (AAPL.US) strategy shift to AI glasses, which are expected to become “iPhone-like” popular devices

The Zhitong Finance App learned that well-known technology journalist Mark Gurman (Mark Gurman) said that Apple (AAPL.US) made the right decision to switch from developing the Vision Air headset to AI glasses. The shift to the eyewear business shows that Apple no longer sees Vision Pro's fully enclosed headset as a viable mass market platform, at least not in the short term. The company doesn't chase a niche market. Its most successful products — iPhones, iPads, Apple Watch, Macs, and AirPods — have sold tens or hundreds of millions of units.

The company's highest-end products, such as the Mac Pro and Pro Display XDR, are aimed primarily at niche but focused professional users. While Vision Pro is likely to join this camp, it has struggled to gain a large following so far.

As a result, Gulman believes that it is the right decision for Apple to suspend development of the lighter and cheaper Vision Pro version (Vision Air) and instead focus the engineers' efforts on smart glasses. The move not only fits Apple's strengths, but also conforms to the entire industry's shift to always-on, AI-driven devices. The sooner Apple brings the glasses to market, the more it can compete with Meta (META.US). Meta has moved from focusing on developing headsets to focusing on AI glasses.

This doesn't mean that Vision Pro's fate is over. Apple is updating this headset with a faster chip, and may eventually launch a new design at a price of $3000 or more. At some point in the future, Vision Pro may become the leader in the “Vision” series of wearables. Smart glasses without a display will target the low-end market, followed by versions with displays, true augmented reality glasses, and high-end headsets.

This multi-level strategy gave full play to Apple's strengths. Once it finds market appeal, Apple is proficient in the art of expanding its product line — such as iPhones, iPads, Apple Watch, and AirPods. However, Apple still needs a mainstream and popular product to support the entire product line. Gurman believes that Vision Pro is not such a product, and Vision Air is unlikely to become such a product.

Apple's rivals are moving in a similar direction. Although Samsung Electronics will launch a high-end mixed reality headset this month to compete with Vision Pro, it is also collaborating with companies such as Google under Alphabet (GOOGL.US) to develop smart glasses with and without a display. The company doesn't expect this MR headset to be a big hit.

Apple also has many advantages that can make its smart glasses a popular product. The company has proven that it can design beautiful wearables. It excels at making efficient chips. Also, Apple's ability to integrate glasses with its ecosystem will surpass rivals.

Apple's much-anticipated October product launch is coming soon. With the release of the iPhone 17 series, iPhone Air, AirPods Pro 3, and new watches, Apple will turn its attention to the rest of the fall product line this week.

Gurman expects this wave of new product launches to launch a variety of new products — the launch will be online rather than a grand launch at Apple headquarters. The new product lineup will include the M5 iPad Pro and Vision Pro with a faster chip and upgraded headband. Both products have already been mass-produced, and Apple is preparing new products to be released soon.