Apple's smart glasses strategy mirrors its Apple Watch playbook, aiming to disrupt the broader eyewear industry rather than just competing in the tech segment. According to Bloomberg's Mark Gurman, the company plans to launch a non-AR version priced between $200 and $500, targeting mainstream consumers instead of niche early adopters.

The move positions Apple against established players like EssilorLuxottica SA (Ray-Ban, Oakley) and Safilo Group (Tommy Hilfiger, Hugo Boss), plus direct-to-consumer brands like Warby Parker. With the global eyewear market valued at roughly $200 billion annually, this represents a significant expansion opportunity beyond Apple's traditional hardware categories.

Apple will leverage its design expertise and iPhone integration to drive adoption, much like the Apple Watch combined premium aesthetics with smartphone connectivity. Unlike the original Apple Watch's ill-fated luxury Edition model featuring gold, the company appears focused solely on the mass market approach.

Success will depend on whether consumers embrace Apple's vision for everyday smart eyewear, especially given the mixed reception of previous attempts like Google Glass in this space.