Apple is gearing up to launch its first smart glasses in a market that’s been exploding: display-less AI eyewear. Shipments of these devices jumped 263% globally year over year in the first half of 2026. That same category—products without built-in displays but packed with audio, cameras, voice assistants, and connectivity—is now the overwhelming majority, accounting for 96% of AI glasses shipped during that period.
Unlike AR glasses with see-through displays, which still make up just 4% of the market despite a 449% year-over-year increase, the display-less form is leading in sales. Apple’s upcoming eyewear is expected to follow this trend, foregoing visual overlays in favor of audio, camera modules, Siri integration, and deep linkups with iPhones and the Apple ecosystem.
Timeline and Competition
Sources indicate Apple plans to roll out these smart glasses in late 2027, with a possible unveiling at WWDC that year. There’s currently strong competition from Meta—by far the biggest name in display-less AI glasses. Meta held about 94% of total shipments in that category during early 2026, with strong year-over-year and sequential growth. Its strategy includes new designs, more retail outlets, and lower pricing, with some models starting around $299.
Meanwhile, display-equipped augmented reality (AR) glasses—those that project visual content in front of the user—are still unlikely to arrive from Apple until 2029 at the earliest. The market for these more advanced wearables is still tiny but growing quickly.
Challenges and Outlook
Growing chipset costs and continued privacy concerns—especially around wearable cameras—are seen as potential hurdles that could slow this fast-growing category. Despite that, analysts believe firms like Apple, Google, Meta, and Samsung will continue investing heavily. The aim: smarter AI glasses that don’t just record or play music, but understand context and provide proactive assistance.
What this means: Apple is entering a crowded but expanding field with its first smart glasses, choosing the lower-barrier display-less model to match current market demand. Going display-less lets Apple reduce complexity and cost while getting in early, building a foundation for whatever comes next.
