Apple Smart Glasses likely to launch in late 2027, will follow Watch playbook

Apple's first smart glasses are now tipped for a late 2027 launch, with the company reportedly prioritising design, AI and everyday usability over flashy AR features.

In Short

• Apple is reportedly targeting a late 2027 launch for its first smart glasses
• First-generation glasses may skip augmented reality displays for simpler daily use
• The glasses could become a new hardware platform for Siri and Apple Intelligence

Apple has some serious plans for its smart glasses, and we are indeed hearing increasingly strong rumours about their arrival. However, if the latest report from Bloomberg's Mark Gurman is anything to go by, the company is now targeting a 2027 launch window for its long-rumoured smart glasses, pushing the timeline back from earlier expectations. The device is expected to compete with Meta's Ray-Ban smart glasses and Google's upcoming offerings but with much more ambitious launch strategy.

According to Gurman, Apple wants the glasses to become a new hardware platform for Siri and Apple Intelligence, while also helping the company establish a stronger presence in the eyewear market. The glasses are expected to be priced between $200 and $599, which roughly translates to Rs 17,000 to Rs 51,000 before taxes and import duties.

The launch timeline has reportedly slipped by around a year. Apple had originally hoped to unveil the glasses by the end of 2026 and begin shipping them in early 2027. However, development challenges have pushed those plans back. Gurman notes that Apple is unwilling to release a product before it is ready, even as the company continues working on its revamped Siri experience.

What Apple's first smart glasses will offer

Unlike some of the futuristic concepts that have surrounded smart glasses in recent years, Apple's first-generation product is expected to focus on practical features rather than full augmented reality. The glasses are reportedly being designed with built-in cameras capable of capturing photos and videos, alongside microphones and speakers for phone calls, music playback and Siri interactions. Users may also be able to receive notifications and access turn-by-turn walking directions directly through the device.

Apple is said to be positioning the glasses as a gateway to Apple Intelligence. While the first version may offer a relatively straightforward feature set, the company reportedly views the product as a platform that can evolve significantly over time.

Design is expected to play a major role in Apple's strategy. According to Gurman, the company has tested multiple frame styles, including larger rectangular designs similar to Ray-Ban Wayfarers, slimmer rectangular options, and both large and small oval-shaped frames. Apple is also said to be experimenting with several colours, including black, ocean blue and light brown. The company reportedly plans to use its own custom-designed plastic frames and distinctive oval camera modules.

Of course, what the glasses will not include may be just as important as what they do. Gurman says Apple is not expected to introduce an in-lens augmented reality display in the first generation. That technology remains several years away. Instead, the company appears focused on creating a product that people would actually want to wear every day, rather than chasing ambitious AR features that could increase cost and complexity.

The report also suggests that the absence of an AR display means the glasses will rely heavily on cameras, audio, voice controls and integration with the iPhone. While that approach may not deliver the visual wow factor associated with augmented reality, it could result in a lighter, more comfortable and more practical device for everyday use.

Meanwhile, Gurman says the company intends to target the mainstream market and could eventually offer multiple versions of the glasses, much as it does with the iPhone, Apple Watch and AirPods. Internally, the strategy reportedly mirrors the Apple Watch playbook. Rather than marketing the glasses solely as a tech gadget, Apple wants them to become a fashion and lifestyle accessory that users wear daily and replace as part of their normal eyewear cycle.

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