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Google could make smart glasses again to take on Apple Vision Pro

Google could make smart glasses again to take on Apple Vision Pro

  • a day ago
  • msn.com
  • Keywords: Privacy Issues, Market Growth

Google may reintroduce smart glasses to challenge Apple Vision Pro, possibly acquiring AdHawk Microsystems' eye-tracking tech. With improved AI and XR capabilities, Google is better positioned for success this time.

Alphabet Reports

Estimated market influence

Google

Very Positive
Analyst rating: N/A

Google is acquiring AdHawk Microsystems, which specializes in eye-tracking technology for AR glasses. This acquisition could give Google a significant edge in the AR market, particularly with its Gemini AI platform and existing XR division.

Apple

Apple

Very Positive
Analyst rating: Buy

Apple's release of the Vision Pro has spurred competition in the AR sector, prompting Google to re-enter the smart glasses market.

Context

Analysis and Summary: Google's Potential Return to Smart Glasses Market

Key Facts and Data Points:

  • Timeframe: Over a decade since Google first launched its smart glasses in 2015.
  • Acquisition Rumors: Google is reportedly in final acquisition talks with AdHawk Microsystems, a developer of low-power eye-tracking technology for AR glasses.
  • AdHawk's Role: The company sells its tech to multiple manufacturers and has developed its own AR glasses.

Market Trends:

  • Resurgence in Smart Glasses: A growing number of companies are entering the smart glasses market, with Apple leading the charge through products like the Vision Pro.
  • Technological Advancements: Significant improvements in wearable technology over the past decade have made modern smart glasses more viable and affordable compared to Google's initial attempt.

Competitive Landscape:

  • Google's Past Failure: The first iteration of Google Glass failed due to high costs, technical issues (e.g., frequent crashes), privacy concerns, and negative public perception ("glassholes").
  • Apple's Approach: Apple is taking a different route with its Vision Pro but aims to establish smart glasses as a long-term product.
  • Market Positioning: Google now has stronger assets, including ownership of HTC's XR division, Android XR OS, and Gemini AI, positioning it for a more competitive entry.

Strategic Considerations:

  • Potential Impact of AdHawk Acquisition: If successful, this acquisition could give Google a significant edge in AR eye-tracking technology.
  • Timing: The focus has shifted from "if" Google will develop smart glasses to "when" they will launch their next-generation product.

Long-Term Effects and Industry Implications:

  • Revitalized Market Competition: Google's potential return could intensify competition, driving innovation and lowering prices in the AR wearables market.
  • Technological Leapfrogging: With advancements in AI (via Gemini) and XR technology, Google is well-positioned to offer a more advanced and user-friendly smart glasses experience.

Conclusion:

Google's potential re-entry into the smart glasses market, supported by strategic acquisitions and technological advancements, signals a promising future for AR wearables. The company’s current resources and expertise position it as a strong contender against Apple and other competitors, with the potential to redefine the industry landscape.