Are AR glasses really the future?

Ten years ago, people laughed Google off the stage for its augmented reality (AR) glasses because they just didn't make sense to people at the time. The following year, the 'Google Glass' was pulled from the market entirely.

Fast forward a decade, Mark Zuckerberg, CEO of Meta, has showcased a prototype for its Orion holographic AR glasses, describing them as the 'first true augmented reality glasses' and the 'most advanced pair of AR glasses ever made'.

Will this be a revolutionary step for AR? Or just another hype cycle that ultimately leads nowhere?

"AR has been chasing its big moment for years, but it keeps hitting the ceiling of user experience and adoption," says Scott Cullather, president and CEO of Invnt Group. "So, the real question isn't how advanced the glasses are; it's whether they’re solving problems or just creating new ones for us to marvel at. Until AR stops feeling like a sci-fi novelty and starts feeling as intuitive as a smartphone, we’re still chasing hype."
 

 

Most of the evidence suggests that the glasses, although just a prototype at this stage, are just another hype cycle. If they ever do come to market, they will likely be expensive. According to The Verge, producing a unit costs about US$10,000, with much of that cost coming from its silicon carbide lenses. Ultimately, although it may excite tech enthusiasts, there isn't broad demand for AR glasses among the general public.

"The perceived use-cases for everyday people have historically been a little limited for smart glasses," says Joceline Yong, senior behavioural analyst at Canvas8 APAC. "There isn't a need for them for most people. It's a luxury item at a luxury price point. If the price point came down a lot more, we might see more demand."

Currently, there isn’t sufficient demand as the use cases are not compelling enough for the price they require. Additionally, one of the biggest barriers to AR headset adoption is our smartphones—because they do a great job at meeting our needs and have loads of killer apps that we cannot do without. Some AR applications are already on smartphones. This diminishes the need for AR glasses or a headset.

"One of the main issues we are facing with AR at the moment is that the hardware design and software needed in order to become mainstream are still evolving and need greater development," says Manolis Perrakis, innovation director at We Are Social Singapore.

And while Perrakis has no doubt that the Meta Orion Glasses are the most advanced AR glasses to date, he says that without a robust ecosystem of apps and meaningful use cases for them, the product will struggle to go mainstream.

"They are using the most advanced optics with the highest field of view of 70 degrees and a neural interface that allows the wearer to interact with the device by wearing the EMG armband that detects hand and arm movements. However, I wouldn't hold my breath waiting for an affordable pair of AR glasses that offers a wide field of view, an intuitive user interface, a robust ecosystem of apps, and social capabilities anytime soon,” he says.

Earlier this year, Apple launched its Vision Pro mixed-reality headset. But at US$3,500 for a first-generation product with no app ecosystem and limited social integrations, it was a tough sell to the average consumer. Apple has since slowed down its production of the headset.

"Perhaps we’re overestimating the readiness of consumers to live with headsets strapped to their faces," says Cullather. "Unless these devices truly elevate our daily experiences, they're always going to be seen as gimmicks. Market demand isn’t just about curiosity; it’s about lifestyle integration, and we’re not there yet."
 

 

But we have to think about these devices as part of a converging future of hardware and software. In the past 10 years we have seen a resurgence in AR technologies like Google Glass, Hololens, Magic Leap and Snap’s Spectacles. They all have been unique in their own way, contributing through innovations in hardware and user interface.

And similarly, with Meta's Orion AR glasses, as the smart tech behind them matures, it has the potential to become more integrated into our everyday lives and even disrupt everyday consumers’ interactions with brands.

"AR will enable brands to create incredibly rich, immersive experiences that turn consumers from passive viewers into active participants," says Yanyan Froud, SVP client leadership, APAC, Assembly. "As the hardware component of AR evolves, it is primed to seamlessly blend into our everyday lives and routines through smartphones and wearable tech like smart glasses. Instead of just looking at an ad, we'll be able to virtually try on clothes, customise products in real-time, or even step inside branded virtual environments."

Furthermore, the 'try it before you buy it' capabilities could be huge across industries where judging a product through pictures or video just doesn't cut it—think fashion, cars, furniture, and beyond.

"It will allow ecommerce to overcome one if its barriers—being able to try on and see things before you buy them," says Yong. "Furniture that fits, fashion that looks right, decor options, there's a lot of utility for shopping. Beyond that, the really exciting thing is understanding how layering intelligence over human senses [such as audio and video] and new kinds of ways of thinking about questions like: mapping and navigation, translation, entertainment, price comparison, communication and more fundamental augmentations beyond gimmicks."

While we're still in the early stages of AR adoption, it has potential to be a real game-changer.

"AR could allow multitasking and digital overlay without disconnecting us from our 'in real life' surroundings," says Ron Lee, head of growth, Monks China. "Integrating AI with AR could lead to more natural, context-aware interactions."

And Cullather believes that the evolution of AR isn’t just going to disrupt how consumers interact with brands; it’s going to redefine the very concept of interaction itself.

"Imagine walking past a store and seeing personalised product recommendations floating in front of you or receiving a holographic message from your favourite brand ambassador," says Cullather. "AR will blur the lines between digital and physical, turning every surface, every moment into an opportunity for engagement."

 

 

As AR evolves, brands will also have a goldmine of behavioural data insights into exactly how users are engaging with AR content and which experiences resonate most. But here’s the kicker—brands will have to walk a tightrope between ‘wow’ and ‘creepy’. After all, consumers don’t want to feel invaded by tech; they want to feel empowered by it.

"AR gadgets capture massive amounts of data, which raises serious privacy and security concerns," says Jake Kay-Lawson, strategy director, Claxon. "The immersive nature of AR may lead to overuse, social isolation, and reliance. AR's impact on society must be directed by ethical considerations, ensuring that it serves all consumers while not exacerbating inequality or digital divides."

The truth is, AR and mixed reality aren’t a ‘maybe someday’ technology; they’re a ‘when’ technology. But the journey to mainstream adoption will be bumpy, to say the least.

"If Gen AI is a wildfire that spread through culture, AR is more like a glacier—slow, but capable of reshaping landscapes over time," says Cullather. "Yes, we will eventually reach a point where AR is as embedded in our daily lives as smartphones and AI assistants are today. But let’s not kid ourselves—there will be a backlash, too. We’ll have to deal with questions of privacy, screen fatigue, and the ethical implications of blending realities. The pros are endless creativity and new forms of storytelling; the cons are a society potentially more disconnected from the physical world than ever before. The real challenge will be in balancing that paradox."