Apple is preparing to enter the smart glasses market with a strategy that mirrors its approach to the Apple Watch, according to Bloomberg's Mark Gurman. The company isn't just targeting tech competitors such as Meta and Samsung — it has its sights set on traditional eyewear players like Oakley, Ray-Ban, and Warby Parker. These brands occupy the $200–$500 price range, a segment Apple appears determined to disrupt.
The Apple Watch generated an estimated $17 billion annually, yet the smartwatch market is valued at roughly $132 billion. Eyewear represents an even larger opportunity, though the report does not provide a specific size for that market. The approach signals that Apple sees glasses not as a niche gadget but as a potential replacement for conventional spectacles and sunglasses.
Gurman's analysis suggests Apple will leverage its ecosystem, brand trust, and design prowess to appeal to both tech enthusiasts and everyday consumers. The company has historically succeeded in entering crowded markets by redefining product categories — from smartphones to wearables. Smart glasses could follow a similar trajectory, blending fashion with functionality.
If Apple executes this vision, it could reshape the eyewear industry, forcing legacy brands to accelerate their own digital offerings. The move also intensifies competition with Meta, which has pushed its Ray-Ban Stories smart glasses. Consumers may soon face a choice between fashion-first gadgets and tech-first wearables.
Traditional eyewear makers have deep retail relationships and brand loyalty, which could prove challenging to displace. Apple's track record, however, suggests incumbent firms should not underestimate its ability to redefine a market.