tech
Apple destroyed the mid-tier watch market. Now it's coming for the $200 billion eyewear industry.
Apple plans to disrupt the $200B eyewear market the way it disrupted watches. Swatch fell 28%, Fossil 70%. Smart glasses are targeting late 2027.
TL;DR
- Apple's entry into the eyewear market aims to replicate its disruption of the traditional watch industry, which saw significant revenue drops for companies like Swatch and Fossil.
- The company plans to compete in the $200-$500 segment of the $200 billion global eyewear market, targeting incumbents like EssilorLuxottica and Warby Parker.
- The first Apple glasses are codenamed N50, with a planned launch at the end of 2027, potentially evolving into health devices with augmented reality capabilities.
- Meta currently dominates the smart glasses market with over seven million Ray-Ban smart glasses sold in 2025 and holds a substantial market share.
- Apple's delay in launching its glasses gives Meta more time to expand its user base, retail presence, and data collection, while also benefiting from broader consumer excitement.
- High-fashion luxury eyewear brands are not expected to be significantly impacted, similar to how Apple's entry did not affect the luxury watch market.