Experts praise Apple's strategic shift to AI glasses, which are expected to become a "iPhone-like" blockbuster device

According to the Zhitong Finance APP, renowned technology journalist Mark Gurman stated that Apple's (AAPL.US) decision to shift from developing the Vision Air headset to AI glasses is the right one. The pivot to the glasses business indicates that Apple no longer sees the fully enclosed Vision Pro headset as a viable mass-market platform, at least not in the short term. The company is not chasing niche markets. Its most successful products—the iPhone, iPad, Apple Watch, Mac, and AirPods—have all sold tens of millions or even hundreds of millions of units.

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

Therefore, Gurman believes that Apple's decision to pause the development of a lighter, cheaper version of the Vision Pro (Vision Air) and instead focus engineers' efforts on smart glasses is a correct one. This move aligns with Apple's strengths and follows the industry's trend towards always-on, AI-driven devices. The sooner Apple brings glasses to market, the better it can compete with Meta (META.US), which has shifted its focus from headset development to AI glasses.

This does not mean that the fate of the Vision Pro is sealed. Apple is updating the headset with faster chips and may eventually launch a completely new design at a price point above $3,000. At some point in the future, the Vision Pro could become a standout in the "Vision" series of wearable devices. The smart glasses without displays will be positioned in the low-end market, followed by versions with displays, true augmented reality glasses, and high-end headsets.

This multi-tiered strategy fully leverages Apple's strengths. Once market appeal is found, Apple excels at the art of expanding product lines—such as with the iPhone, iPad, Apple Watch, and AirPods. However, Apple still needs a mainstream hit product to support the entire product line. Gurman believes that the Vision Pro is not such a product, and the Vision Air is unlikely to become one either.

Apple's competitors are also moving in similar directions. Although Samsung Electronics will launch a high-end mixed reality headset this month to compete with the Vision Pro, it is also collaborating with companies like Alphabet (GOOGL.US) owned Google to develop both display and non-display smart glasses. The company expects that this MR headset will not sell well.

Apple also has several advantages that could make its smart glasses a breakout product. The company has proven its ability to design aesthetically pleasing wearable devices. It excels at manufacturing efficient chips. Moreover, Apple's ability to integrate glasses with its ecosystem will surpass that of its competitors Apple's highly anticipated October product launch event is approaching. With the release of the iPhone 17 series, iPhone Air, AirPods Pro 3, and new watches, Apple will turn its attention to the remaining product lines for the fall this week.

Gurman expects this wave of product launches to introduce multiple new products—the event will be held online rather than at a grand launch event at Apple's headquarters. The lineup will include the M5 iPad Pro and the Vision Pro equipped with a faster chip and upgraded headband. Both products have already entered mass production, and Apple is preparing for the upcoming launches