"Apple to Join in June Next Year"...How Meta, Samsung, and Apple Differ in AI Eyewear

Samsung and Apple Challenge Meta's Lead
Industry: "A Catalyst for Smart Eyewear Popularization"

As Samsung Electronics and Apple enter the global smart eyewear market previously dominated by Meta, a restructuring of the competitive landscape appears imminent. While Meta, as the market leader, is diversifying its product lineup, Apple is expected to target the market with a strong focus on privacy protection, and Samsung Electronics aims to differentiate itself through a lightweight and comfortable wearing experience.

According to Bloomberg on the 27th (local time), Apple plans to unveil its first smart eyewear, under the code name “N50,” at the Worldwide Developers Conference (WWDC) in June 2027 and begin sales by the end of next year. Although originally scheduled for launch at the end of this year, the release date was reportedly postponed to address privacy concerns related to smart eyewear.

Meta Expands Product Lineup, Apple Prioritizes Security

Meta is consolidating its lead in the smart eyewear market by diversifying its product portfolio. In addition to its previous collaboration with Ray-Ban, Meta has launched new models jointly developed with sports brand Oakley. Last month, Meta also introduced its own brand, “Meta Glass,” starting from $299 (approximately 440,000 won), significantly broadening both price range and design options. By segmenting its lineup from everyday models to premium versions with built-in displays, Meta is adopting a strategy to address a wide variety of consumer needs.

Apple, entering the market as a latecomer, is expected to put privacy front and center. As Apple has underscored privacy as a core value for over a decade, the company is focusing on reducing privacy concerns from the product design stage.

Specifically, Apple plans to prioritize processing shooting and recognition data on the device itself, rather than transmitting them to external servers, and is reportedly considering omitting facial recognition features. Unlike Meta’s “supersensing” function, which continuously analyzes the wearer’s surroundings, Apple is expected not to adopt such technology. Additionally, the company aims to avoid using user-shot data to train artificial intelligence (AI) models.

There are also reports that Apple is considering launching a model entirely without a camera, maintaining the smart eyewear’s utility through hands-free functions like voice AI, music playback, and phone calls. Another possibility under review is equipping the eyewear with cameras limited only to sensors that identify surrounding objects or locations to provide AI with information, while disabling the camera’s shooting functionality.

Market Expectations Grow as Samsung Joins the Fray

On the 22nd (local time), visitors are experiencing intelligent eyewear at the Galaxy Unpacked 2026 event held at Old Billingsgate in London, UK. Photo by Yonhap News Agency

Samsung Electronics’ intelligent eyewear, slated for release this fall, is attracting attention for its anticipated comfort and wearability.

Featuring a lightweight and slim design, the product promises to offer effortless wear in everyday settings. At the Unpacked event held in London on the 23rd, Choi Jaein, Executive Vice President and Head of the XR Development Team at Samsung Electronics MX Division, said, “We achieved a sleeker and lighter design through ultra-slim hinge structures, ultra-thin injection molding technology, lightweight materials such as titanium and aluminum, and optimization of internal components.” He added, “Since the product directly touches the face, we also applied thermal management to prevent heat from transferring to the skin, and designed the contact areas across the forehead, cheekbones, and around the ears for comfort, ensuring even left-right weight distribution.”

An industry insider commented, “Product launches by Samsung and Apple can heighten public interest and expand user experiences, potentially accelerating the popularization of smart eyewear and increasing the size of the overall market.” The insider added, “Globally, Meta was the pioneer of the market and is likely to maintain its leadership as a powerful eyewear brand. However, in Korea, Samsung Electronics can appeal to consumers with its trusted brand and designs tailored to local preferences and usage environments.”

This content was produced with the assistance of AI translation services.