Tech giant Apple is tinkering behind closed doors on the next big thing after the iPhone: CEO Tim Cook (64) wants to produce digital glasses for everyday use. This is now the company’s top priority, reports the usually well-informed Apple insider Mark Gurman in the business magazine “Bloomberg

“Tim isn’t interested in anything else,” the digital journalist quoted a person familiar with the matter as saying. “It’s the only thing he really devotes his time to in product development.” The goal: to be faster and better than Facebook’s Meta!

According to Cook’s vision, the glasses of the future should be wearable all day long. And they should be significantly different from the Apple Vision Pro (starting at €3,999), which was released last year. Instead of drawing the user into a closed virtual reality, they should complement digital content in the real world via a smart display. In the tech world, this is called augmented reality (AR).

According to Bloomberg, the development of AR glasses will take “many years,” particularly because the device offers limited space for the high-performance technology needed for everyday comfort. Displays and, above all, batteries capable of providing hours of power are not yet at the required level of development. At the same time, the price must remain attractive.

Cook: “We will wonder how we lived without them”

Nine years ago, Apple CEO Cook said: “AR will take a while, because there are some really difficult technological challenges. But it will happen—and it will happen in a big way. And we’ll wonder how we ever lived without it. Just as we wonder today how we ever lived without our phones.”