Apple is reportedly quadrupling its efforts in the visual tech market, but Meta's Orion will be a tough act to follow.

Apple is reportedly aiming to launch smart glasses designed with broader mass-market appeal than its Vision Pro headset. The company intends to pour some of the billion dollar R&D investment from the Vision Pro's visual intelligence into more products,

Apple is purportedly planning a new product lineup for 2027, leveraging its research and development investment in the Vision Pro headset

The Apple Vision Pro saw relatively low demand when it launched earlier this year—largely because of its hefty $3,500 price tag. Now, Apple's Vision Products Group is hoping to produce a hit with a slightly cheaper Vision headset without the "Pro" designation that costs $2,000.