Apple is banking on privacy to set its smart glasses apart
Apple is reportedly developing smart glasses with a focus on privacy to differentiate itself from competitors like Meta. The company is expected to avoid controversial features like facial recognition and always-on recording to maintain its brand reputation.
Why it matters
Apple's strategy reflects a broader industry trend where privacy is being marketed as a premium hardware feature to gain consumer trust.
According to Mark Gurman, Apple is planning to reveal its first smart glasses at WWDC next June, with an expectation that they’ll launch by the end of 2027. Part of the hold-up may be around the company’s efforts to get its privacy features and messaging in order. Smart glasses in general, and Meta’s in particular, have ignited controversy over their ability to stealthily capture photos and videos. As Gurman points out:
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