The eventual launch of Apple Glass is still expected in 2027, but based on how people distrust Meta’s smart glasses, Apple may have a challenge ahead of it.
Smart glasses have been rumored to be in development at Apple for quite a while, and aren’t expected to emerge from Cupertino anytime soon. But, when Apple actually does ship them, it will have to deal with the problem of privacy.
In Sunday’s “Power On” newsletter for Bloomberg, Mark Gurman discusses the privacy implications of smart glasses. Specifically how Apple must work hard to counter the distrust of consumers who are jaded by versions sold by Meta.
Apple will be introducing its first smart glasses at WWDC in 2027, Gurman writes, followed by a consumer release by the end of the year. The summer launch is intended to give developers an opportunity to start building apps before the public gets a chance to buy the hardware.
It’s apparently taken so long to get the glasses ready because Apple is concerned with how it maintains its image of maintaining privacy. Something both the engineering and marketing teams at Apple are working on.
While Apple’s Vision hardware group insists privacy is the top priority, it has to contend with what’s already on the market. When it comes to smart glasses, that means the releases from Meta.
Though Meta does get some credit for being a commercial success when it comes to smart glasses, it’s only part of the story. Meta’s reputation for failing when it comes to privacy protection has become an anchor around its neck.
This has had the result of poisoning the well when it comes to consumers. People are not content with being around people wearing cameras on their head, due to the possibility of being recorded while conducting everyday activities in public.
While the world is used to smartphone cameras being a problem, the stealthy nature makes smart glasses seem worse to consumers. Meta has worked to ally those privacy fears, including using an indicator light that disables recording if it’s been tampered with by the user.
The Apple Way
Apple wants to include similar protections, but it does so with a reputation for privacy to uphold. While it could use the same privacy-forward messaging, Apple is also going to try to distinguish itself from rivals in various ways.
The favoring of on-device processing and avoiding features like facial recognition or Meta’s “super-sensing” mode should help Apple. Add in a pledge not to use the cameras or recordings for AI model training and steering clear of using third-party contractors to review footage could help too.
Apple’s also working on a number of hardware and software-based privacy features, with the glasses in mind.
There’s also the prospect of Apple eliminating the camera element, and instead providing access to AI features, calls, and audio without visual assistance. Apple has apparently already prototyped something similar.
Executives have considered the possibility of including cameras, but just for the AI tools to see the world.
This would be similar to the idea of external cameras on the rumored AirPods Pro, so AI can identify real-world items and mention environmental elements to the user. Not for users to take photographs or videos at all.
Apple has a tough challenge ahead of it in convincing the world that its smart glasses aren’t privacy-destroying devices. At least the company has a year to refine its plan before it needs to brace users for the release.
