Apple is not only aiming to compete with Meta in the smart glasses market, but to transform the entire market

Apple is reportedly targeting a 2027 smart glasses launch, aiming at Meta and the broader eyewear market.

Bloomberg’s Mark Gurman says Apple is also looking past tech rivals to brands like Oakley, Ray-Ban, and Warby Parker.

Apple plans to lean on its brand, iPhone integration, AI features, and retail reach to win everyday glasses users.

Rather than a premium niche product, Apple appears to be aiming for the mass market at about $200 to $500.