In a recent edition of his Power On newsletter, Bloomberg's technology analyst Mark Gurman revealed that Apple CEO Tim Cook is fiercely determined to launch true augmented reality (AR) glasses before Meta, the parent company of Facebook, can achieve a similar breakthrough. This revelation underscores Apple's aggressive strategy in the competitive landscape of augmented reality technology.

According to Gurman, the forthcoming iterations of Apple's Vision Pro mixed reality headset are not just standalone devices; rather, they serve as crucial stepping stones towards Cook's long-term vision of developing lightweight AR glasses. These innovative spectacles, designed for all-day wear, aim to seamlessly overlay digital graphics onto the real world, enhancing user interaction with their surroundings.

Sources close to the situation indicate that Cook has prioritized the development of AR glasses above all else within Apple's product roadmap. Tim cares about nothing else, Gurman quotes an insider, emphasizing that this initiative is consuming the majority of Cook's focus when it comes to product innovation.

Meanwhile, Meta is making strides of its own in the AR space, actively working on its own version of AR glasses, known internally as Orion. This development highlights a significant race between the two tech giants, each vying to create groundbreaking AR solutions for consumers.

Gurman cautions, however, that the journey toward fully functional AR glasses will be a lengthy one. Numerous technological advancements must be achieved, including the development of high-resolution displays, powerful processing chips, and compact batteries capable of extending battery life to a whole day of use.

Interestingly, Meta's current foray into the eyewear market has seen success with its non-AR Ray-Ban glasses, which allow users to capture photos and engage with an AI assistant. In response, Apple is reportedly exploring the idea of creating similar smart glasses, potentially positioning itself in the same market space. This strategy could serve as a preliminary step toward the eventual launch of true AR glasses in the future.

In addition to its AR ambitions, Apple is also said to be enhancing its existing product lineup with the integration of AI-enabled cameras in devices such as the Apple Watch and AirPods, set to debut over the next couple of years.

Rumors regarding Apple's development of AR glasses, often referred to as Apple Glass, have circulated for nearly a decade. The Vision Pro headset is a precursor to these advanced glasses, as the technology required for such devices has not yet reached maturity.

Gurman has previously disclosed that Apple is conducting extensive user studies at its corporate offices to analyze consumer interest in various features and interface designs. These studies, codenamed "Atlas," are spearheaded by Apple's Product Systems Quality team, which operates within the hardware engineering division, demonstrating the company's deep commitment to refining the user experience for its future AR offerings.