Apple is pushing forward with its first smart glasses, but the release date has been postponed. Bloomberg reporter Marc Gurman reports that Apple has shifted its initial target of early 2027 to a June 2027 Worldwide Developers Conference, aiming for a formal market launch before the end of the year. The company is also adjusting its public messaging, focusing on addressing privacy concerns surrounding camera-based wearable devices.

Privacy will be the main selling point

Apple has clearly taken note of the controversy surrounding its Meta smart glasses, which have been criticized for their potential use in unauthorized filming. For Apple, which has always emphasized privacy as a core selling point, such concerns are even more difficult to avoid, hence the simultaneous adjustments to product design and marketing messaging.

Local processing and faceless recognition

According to reports, Apple will emphasize on-device processing power to minimize data leakage. The company also plans to avoid including facial recognition functionality and does not intend to use user audio or video recordings to train AI models, as some have suggested.

Distance yourself from Meta's approach

The report also mentioned that Apple is unlikely to adopt Meta's practice of using outsourced personnel to review user images, which has been alleged. For Apple, this is not only a choice of product features, but also a continuation of its brand positioning: in the midst of intensifying competition in wearable AI devices, privacy remains its most important differentiating factor.