Apple verfolgt seltene Strategie bei Einführung der smarten Brille

Apple is pursuing an unusual strategy with Apple Glasses, one rarely seen in the company's history. While the company typically launches new products shortly after their presentation, there is said to be a long delay between the unveiling and delivery of Apple Glasses. A recent report from Bloomberg sheds new light on the plans.

When Apple unveils a product, it's usually available immediately or a few weeks later. This practice is part of the strict culture of secrecy that ensures Apple devices aren't unveiled until they're actually available. However, there are exceptions where Apple deliberately lets months or even years pass between the announcement and the market launch. This is precisely the approach that appears to be planned for Apple Glasses.

Vision Air put on hold

Bloomberg reports that Apple has temporarily halted development of "Vision Air." Resources will instead be channeled into the Apple Glasses project. This demonstrates the importance of the smart glasses within the company.

Presentation 2026, market launch 2027

According to Mark Gurman, Apple plans to unveil Apple Glasses as early as 2026. However, the glasses won't be available for purchase until 2027. At the beginning of this year, Gurman assumed the market launch would take place as early as 2026. It's now clear: Apple is planning a two-stage launch, with a presentation in 2026 and sales in 2027.

Apple's strategy for new product categories

This pattern isn't entirely new. The Vision Pro, HomePod, and Apple Watch already experienced this delay between presentation and market launch. The Vision Pro was unveiled at WWDC in June 2023, but didn't launch until early 2024. The HomePod and Apple Watch also took months to actually be available. This strategy is especially common in new product categories that require additional development time—be it for hardware, software, or building a new ecosystem. Since Apple Glasses represents a completely new category, the planned approach fits this pattern.

Reasons for the staggered introduction

An early presentation has several advantages. Developers can prepare apps for the new platform, ensuring a wide range of options is available at launch. At the same time, Apple can counter criticism of lagging behind in certain areas by showing a new product early, even if it's not yet available.

Uncertainty remains

Even though Bloomberg sources speak of a 2026 presentation and a 2027 market launch, it remains to be seen whether Apple will actually implement the plan. For complex projects like Apple Glasses, the roadmap can change at any time. As of now, however, everything indicates that the glasses will be shown for the first time at WWDC 2026 but won't go on sale until 2027.

Apple Vision Air: Why the headset may never be released

Apple relies on lead time instead of immediate start

With Apple Glasses, Apple isn't just planning a new product, but is also relying on a rarely used strategy. Instead of launching the glasses immediately after their unveiling, the company is opting for a two-stage rollout. Similar to the Vision Pro, HomePod, and Apple Watch, the delay could be intended to give developers more time and underscore its market position. It's still unclear whether this plan will stick. However, if Apple sticks to its strategy, 2026 would be the stage for the unveiling, and 2027 would be the year in which Apple Glasses actually launch. The best products for you: Our Amazon Storefront offers a wide selection of accessories, including those for HomeKit. (Image: Shutterstock / Mr.Mikla)