According to a new report from 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. The company has spent more than a decade making privacy one of its defining product messages, and simply entering the same category as Meta risks undermining that reputation. As a result, Apple is taking a cautious approach, focusing on privacy features to set its smart glasses apart from the competition.
Smart glasses in general, and Meta’s in particular, have ignited controversy over their ability to stealthily capture photos and videos. Meta’s Ray-Ban Stories and subsequent models have faced criticism for the ease with which they can record without others’ knowledge. This has led to regulatory scrutiny in some regions and a broader public debate about the ethics of always-on cameras in wearable devices. Apple, with its long-standing emphasis on user privacy, cannot afford to be associated with such controversies.
According to Gurman, Apple is likely to rely on on-device processing for its smart glasses, skipping out on more controversial features like facial recognition or an always-on-recording similar to Meta’s “super sensing.” The company also plans to avoid using customer recordings to train AI models, a practice that has drawn ire in other contexts. Other hardware and software privacy features are reportedly in the works, though details remain scarce.
It’s also possible that Apple could eventually release a version of its smart glasses without a camera, or with a camera that is exclusively for sensing and won’t be able to capture video or photos at all. This would be similar to what is rumored for Apple’s AI-enabled AirPods, which are expected to include a camera for environmental sensing but not for recording. Such a move would align with Apple’s privacy-first ethos while still enabling useful features like object recognition and navigation assistance.
The decision to prioritize privacy comes as no surprise given Apple’s history. The company has consistently marketed itself as a guardian of user data, with features like App Tracking Transparency, on-device processing for Siri, and end-to-end encryption for iMessage. Entering the smart glasses category without a strong privacy message could undermine years of brand-building. However, the challenge is significant: smart glasses, by their nature, are always on the user’s face, and a camera pointed outward is inherently more invasive than a phone camera that can be put away.
Apple’s approach may also involve stricter hardware indicators. For example, a visible LED that lights up when the camera is recording, similar to the green dot on iPhones when the camera is in use. Some smart glasses from other manufacturers have such indicators, but they can be small or easily covered. Apple could design a more conspicuous indicator that cannot be bypassed, perhaps integrated into the frame or lens.
Another area of focus could be software-level restrictions. Apple might prevent third-party apps from accessing the camera without explicit user consent, and could require that all recorded media be processed on-device before being shared. The company already has strict guidelines for apps on the App Store, and these could be extended to smart glasses apps. Additionally, Apple could use its neural engine to automatically blur faces or license plates in recorded videos, further protecting bystander privacy.
The timeline for Apple’s smart glasses has been a topic of speculation for years. The company has been working on augmented reality (AR) devices for a long time, with the Vision Pro headset being the first major product in that space. However, the Vision Pro is a high-end, bulky device with a limited market. Smart glasses, on the other hand, are expected to be more mainstream, offering AR capabilities in a form factor that resembles ordinary eyewear. This is far more challenging from a technical standpoint, requiring miniaturized components, low power consumption, and all-day battery life.
Apple’s decision to wait until 2027 for a launch suggests that the company is taking its time to get everything right, particularly on privacy. The competition is already heating up: Meta has released multiple versions of its Ray-Ban smart glasses, and Google is reportedly working on its own AR glasses. Samsung and Qualcomm have also partnered on a project. Apple’s entry into the market will likely shake things up, but only if it can deliver a product that consumers trust.
Gurman’s report also indicates that Apple is developing privacy features that go beyond what is currently available. For instance, the smart glasses might have a hardware switch that physically disconnects the camera, similar to the mute switch on iPhones. Or they could include a built-in privacy mode that disables all recording and sensing when activated by the user. Such features would give users peace of mind and could be a key selling point.
The broader context of Apple’s privacy stance cannot be overstated. The company has positioned itself as a champion of user rights, often at odds with other tech giants that rely on data collection for advertising. Tim Cook has frequently spoken out against the surveillance economy, and Apple’s products are designed to minimize data leakage. With smart glasses, Apple has an opportunity to redefine the category, setting new standards for privacy that others will have to follow.
However, there are trade-offs. On-device processing may limit the capabilities of the glasses compared to cloud-based AI. For example, real-time translation or advanced image recognition might be slower or less accurate if done entirely on the device. Apple is known for its efficient chips, though, and the M-series and A-series processors have proven capable of handling complex tasks. Moreover, on-device processing means that data never leaves the user’s possession, which is a major privacy advantage.
Another potential feature is the use of a dedicated privacy coprocessor, similar to the Secure Enclave on iPhones, that handles all camera and sensor data. This would ensure that even if the main operating system is compromised, the camera data remains secure. Apple has a history of using such hardware-based security measures, and it would be a logical addition to smart glasses.
The report also mentions that Apple might avoid facial recognition entirely. This is a wise move, as facial recognition technology has been heavily criticized for its potential for misuse, including surveillance and bias. While Apple uses Face ID for unlocking iPhones, the company has argued that the data is processed on-device and not stored or shared. Still, having facial recognition on glasses could be seen as a step too far, especially in public spaces.
In contrast, Meta’s smart glasses have been used in controversial ways, including by individuals recording people without their consent. This has led to bans in some venues and a growing unease among the public. Apple’s privacy-first approach could be a strong differentiator, appealing to consumers who are wary of wearable cameras.
The timing of the announcement is also significant. WWDC is traditionally where Apple unveils software updates and sometimes new hardware. Revealing smart glasses at WWDC would allow Apple to present the developer tools and APIs needed to build apps for the glasses, fostering an ecosystem before the product launches. This strategy worked well for the Apple Watch and the Vision Pro.
It remains to be seen how Apple will price the smart glasses. They are expected to be more affordable than the Vision Pro, possibly in the range of $300 to $500, similar to Meta’s offerings. However, if they include advanced AR capabilities, the price could be higher. Apple’s brand also commands a premium, so consumers may be willing to pay more for the privacy guarantees.
In summary, Apple is carefully planning its entry into the smart glasses market with a focus on privacy. The company is taking time to develop features that address the concerns raised by Meta’s products, such as on-device processing, limited recording capabilities, and no facial recognition. A camera-less version is also possible. Apple’s strong brand reputation for privacy could give it an edge, but it must deliver a product that meets consumer expectations for both functionality and data protection. The announcement is expected at WWDC 2026, with a launch by 2027.
Source: The Verge News