It has momentum, but will Apple Glasses fail?

Apple’s potential entrance into the wearable glasses technology market marks the company’s continued effort to “Think Different." But will Apple Glasses fail like the rest?

Although Apple released new versions of the iPhone and iPad in 2020, its product development seemed stagnant, a sentiment shared by consumers and investors for some time now. That sentiment changed with recent patent leaks, revealing Apple’s interest in wearable glasses technology. With Apple’s brand influence and a growing market for wearable technology, this is a disruptive moment for industry competitors.

Google Glass and Snapchat Spectacles

Apple traditionally takes the “watch and learn” approach, investing more time in doing a better job at what other companies have already attempted. As Google and Snapchat marketed smart glasses technology, Apple watched from the sidelines while quietly working on a more comprehensive array of features. The features described in Apple’s patents include augmented reality, virtual reality, and pupil expanding technology which enables a user to increase the size of a projected image.

Apple Glasses Success Relies On Better B2C

To best its competition, and avoid an Apple glasses fail moment, the company has to make a clear case for B2C use. When Google launched Glass in 2014, it quickly realized consumer response was sluggish and pivoted to a niche B2B strategy. Google ended up marketing Google Glass as a tool for optimizing work productivity. With Spectacles, Snapchat hoped to drive traffic to their app but Snapchat-exclusive integration and the glasses’ limited usability as a wearable camera frustrated users.

Apple has a history of pushing limits and driving culture with hype and branding that convince consumers to adopt new technologies. With the wearable technology industry’s current CAGR of 16.64%, Apple Glasses are good news for other competitors who can ride the Apple hype train.

Apple Glasses MFactor to 14 from 1. MFactor is a proprietary tool that measures cultural momentum through topic modeling and sentiment analysis.

Will Apple Glasses Fail?

Apple glasses failing to excite the wearable market would have to come from their inability to offer a broader array of features than previous attempts. With even the best cameras and companies failing, Apple will have to work hard to woo consumers.

Apple is generating strategic hype, stoking the consumer market’s desire for more details by staying quiet amid increasing consumer excitement. The momentum score of Apple Glasses currently sits at its high of 14 as third-party sites like MacRumors and YouTube pick up patent details and drive the further conversation.

Will Apple capitalize on its momentum, or will Apple Glasses fail to even make it to market? Time will tell.