Apple is rumored to be preparing its first entry into the smart glasses market, with a target release date in late 2027, according to Bloomberg’s Mark Gurman. The device is expected to omit an augmented reality display, instead focusing on audio, cameras, Siri integration, and connectivity with the iPhone. Apple may unveil the glasses at its Worldwide Developers Conference in 2027, emphasizing privacy features at the introduction.
The rumored launch would place Apple in a rapidly expanding category. According to Counterpoint Research, worldwide shipments of AI glasses surged 263% year-over-year in the first half of 2026. Display-less models, which lack a visual overlay, accounted for 96% of those shipments. This segment alone saw shipments rise 258% compared to the first half of 2025 and grow 22% from the preceding six months.
Meta's Dominant Position in AI Glasses
Meta currently holds a commanding lead in the AI glasses market. Counterpoint Research reports that Meta accounted for approximately 94% of total AI glasses shipments, with its volume growing 260% year-over-year and 22% sequentially. The company’s Ray-Ban Meta glasses, which offer photography, audio, calling, and AI features without a screen, have been a key driver. Meta has expanded its frame styles and retail distribution, with new glasses starting at $299.
While display-less glasses dominate, the display-equipped segment is small but growing quickly. These devices made up just 4% of the market, yet their shipments increased 449% year-over-year. This suggests early interest in more advanced visual features, though the category remains niche for now.
Apple's AR Ambitions Further Out
Apple’s more advanced augmented reality glasses are not expected until 2029 at the earliest, according to the rumor. The initial smart glasses would therefore compete directly with Meta’s current offerings rather than with future AR devices. Apple’s emphasis on privacy at a potential WWDC 2027 debut could be a strategic differentiator, given public unease about wearable cameras that Counterpoint Research identified as a possible obstacle for the market.
Another challenge cited by Counterpoint is rising semiconductor costs, which could affect pricing and adoption. Despite these hurdles, the research firm expects investment from major technology companies including Apple, Meta, Google, and Samsung. That investment may push the category toward proactive AI glasses that can understand their surroundings and provide contextual information without explicit user commands.
Market Outlook and Competitive Landscape
The AI glasses market is still in its early stages, but the growth figures indicate strong consumer interest. Meta’s dominance is formidable, but Apple’s entry could reshape the competitive dynamics. With a rumored late 2027 release and a possible WWDC 2027 unveiling, Apple appears to be positioning itself to capture a share of a market that is expanding quickly. The company’s focus on audio, cameras, Siri, and iPhone connectivity suggests a device that augments the smartphone experience rather than replacing it.
As the market evolves, the balance between display-less and display-equipped glasses may shift. For now, display-less models are the overwhelming favorite, but the rapid growth of display-equipped shipments, albeit from a small base, indicates that consumers are curious about more immersive features. Apple’s decision to start without an AR display aligns with the current market preference and could help the company avoid the technical and cost challenges associated with advanced optics.
Counterpoint Research’s findings highlight both the opportunities and the obstacles. The 263% year-over-year growth in AI glasses shipments demonstrates that the category is gaining traction. However, the concentration of shipments in Meta’s products and the potential headwinds from semiconductor costs and privacy concerns mean that the path forward is not without risks. Apple’s rumored entry, with its emphasis on privacy and integration with its existing ecosystem, could address some of these concerns while intensifying competition.
For now, the details remain unconfirmed, but the rumor mill and the shipment data point to a significant new phase in wearable technology. If Apple does launch smart glasses in late 2027, it will be entering a market that is already growing at a breakneck pace and is currently dominated by a single player. The coming years will reveal whether Apple can replicate its success in other product categories or whether Meta’s early lead will prove insurmountable.
