Apple’s strategy for smart glasses is the same as for smart watches

Apple is reportedly planning smart glasses as a mass-market eyewear product, not a luxury device.

The target price is about $200 to $500, putting Apple in competition with Oakley, Ray-Ban, Warby Parker, Meta, and Samsung.

The strategy mirrors Apple Watch: use brand power, design, iPhone integration, the Apple ecosystem, retail reach, and AI to attract everyday buyers.

If successful, Apple could help turn smart glasses from a niche gadget into a mainstream category and reshape the eyewear market.