It seems that an insider or industry expert has suggested that Apple’s “next big thing” may still be 3 to 5 years away. This type of comment typically refers to major upcoming innovations or projects that Apple is working on, which could include advancements in areas such as augmented reality (AR), artificial intelligence (AI), or next-generation hardware like Apple’s rumored AR glasses or a new type of device.
Apple is known for its secrecy and gradual release of new technologies, so it’s possible that their big breakthrough or game-changing product will take time to fully develop and reach the market. The statement suggests that there are significant developments in the works, but these won’t be ready for widespread consumer release in the immediate future.
The idea that augmented reality (AR) glasses might replace the iPhone as Apple’s “next big thing” has been a topic of speculation ever since Google introduced Google Glass in 2012. Many anticipated that Apple’s entry into the AR space, possibly with a similar pair of glasses, would eventually take over from the iPhone as the next groundbreaking product in the tech world. However, this vision has faced a number of hurdles, particularly with the introduction of Apple’s Vision Pro in 2023.
The Vision Pro is a mixed-reality headset that brings immersive spatial computing to users, but it is far from a replacement for the iPhone. The high price point and the bulky design of the device have made it clear that it won’t be a mass-market product in the same way the iPhone is. While the Vision Pro represents Apple’s cutting-edge technology in the AR/VR space, it is not positioned to be a mainstream consumer product in the near future. Instead, it’s more of a premium, niche device aimed at developers and early adopters in the spatial computing field.
In hindsight, when Steve Jobs unveiled the iPhone in 2007, he famously said, “Today, Apple is going to reinvent the phone.” What he could have said, perhaps more accurately, is “Today, Apple is going to change the world.” The iPhone was a revolutionary product that reshaped the way people interacted with technology, combining a phone, a computer, and a media player into one device. Its success established Apple’s dominance in the consumer tech space.
The future of Apple’s “next big thing” remains uncertain, but it’s clear that the iPhone’s legacy is far from being replaced in the short term. While Apple continues to push the boundaries of new technologies like AR, it’s likely that a product as transformative as the iPhone is still a few years away.
It’s not easy finding a successor to a product that literally changed the world.
Following up on a product that literally changed the world is no easy task. While devices like the iPad, Apple Watch, and AirPods generate significant revenue year after year, a true successor to the iPhone would need to have a global impact on consumers. Some might argue that the Apple Watch, with its revolutionary features—like the “lifesaving” health capabilities—has already changed the way we interact with technology. Yet, even with these groundbreaking features, the Apple Watch doesn’t fill the same role as the iPhone. It’s a fantastic product, but it’s not an iPhone successor.
The iPhone didn’t just change how we communicate—it fundamentally altered the way we live, work, and play, combining multiple technologies into one sleek device. For something to truly replace the iPhone, it would need to go beyond just offering useful features or new innovations. It would need to redefine what a “must-have” device looks like in the way the iPhone did in 2007. That’s the challenge facing Apple in its pursuit of the “next big thing.”
Over the years, there have been numerous stories about Apple’s potential AR spectacles, with predictions dating back to 2017. Analyst Gene Munster, then with Piper Jaffray, famously stated that Apple’s AR glasses could be even bigger than the iPhone. However, as recently as last month, Bloomberg’s Mark Gurman reported that the technology needed to produce AR glasses that meet Apple’s quality standards is still at least five years away. This suggests that while Apple’s AR ambitions are real, the timeline for a truly groundbreaking product in the AR space is still some years off.
In his weekly Power On newsletter, Mark Gurman revisited the topic of Apple’s work on AR glasses, confirming that the company is still actively developing the technology. Augmented Reality (AR) overlays computer-generated graphics onto a real-world view, and Apple’s efforts are focused on creating a similar experience to how Google Glass works. When wearing AR glasses, you would see the real world in front of you, with additional computer-generated data superimposed on top of that feed. This technology, though still in development, represents a major step toward Apple’s vision for the future of immersive, hands-free computing.
Google Maps’ Live View is a great example of Augmented Reality (AR) in action.
Another good example of AR is Google Maps’ Live View. When walking, the app displays the user’s real-world surroundings—such as buildings, sidewalks, traffic lights, street signs, and pedestrians—while superimposing helpful navigation graphics on the phone’s screen. These graphics, including directional arrows and distance markers, guide the user to their destination, enhancing the navigation experience by blending digital information with the physical world.
Gurman reports that Apple is facing several challenges in developing its AR glasses, as it works to perfect the product. The glasses need to be lightweight while still having batteries with enough capacity to meet consumer expectations. Additionally, the product must feature “compelling” displays and come at a price that won’t deter potential buyers, unlike the hefty $3,499 price tag on the Vision Pro. According to Gurman, it could take Apple another three to five years before the AR glasses are ready for the market.
While other tech companies, like Google and Meta, are considered closer to releasing AR glasses to the public, Apple tends to have its own set of in-house standards that must be met before launching a new product. Despite this, I still believe in the vision Google outlined in the video it released when announcing Google Glass, which leads me to conclude that Apple’s AR glasses will eventually become the successor to the iPhone and represent its next big thing.
Google Glass never became the big consumer product that Google had hoped for. One of the major issues was the backlash from the public, particularly those who wore the device. People dubbed them “Glassholes” due to concerns over privacy, as users could discreetly take photos or videos of bystanders without their knowledge. The device’s small camera also led to incidents in which users filmed bootleg copies of first-run films in movie theaters, further fueling the negative perception. These privacy concerns and ethical issues contributed to Google Glass failing to gain widespread adoption as a consumer product.
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