Apple's Smart Glasses Face a Rapidly Expanding, Display-Less Market

On September 22, 2026, Counterpoint Research revealed a massive 263% year-over-year surge in worldwide AI glasses shipments during the first half of 2026. This aggressive market expansion sets the stage for Apple's anticipated entry into the smart eyewear space.

The report highlights a key trend: display-less devices commanded 96% of these shipments. This statistic is particularly relevant for Apple, whose initial smart glasses are rumored to forgo an augmented reality display. Instead, MacRumors reports Apple's focus will be on audio, cameras, Siri integration, and seamless connectivity within its existing iPhone and broader ecosystem.

Bloomberg's Mark Gurman previously indicated a late 2027 release target for Apple's device. MacRumors also suggests a potential unveiling at WWDC 2027, with an emphasis on privacy features.

Currently, Meta dominates the display-less sector. The company captured approximately 94% of total AI glasses shipments in H1 2026, with its volume increasing 260% year-over-year and 22% sequentially. This expansion has been significantly bolstered by the success of products like the Ray-Ban Meta glasses, along with broader retail distribution and the introduction of new models priced from $299.

The display-equipped AI glasses segment remains niche, accounting for just 4% of the market. However, this category also saw substantial growth, with shipments climbing 449% year-over-year. Apple's more advanced, full-fledged augmented reality glasses are not expected until 2029 at the earliest.

Counterpoint Research points to rising semiconductor costs and public apprehension about wearable cameras as potential hurdles to sustained growth. Nevertheless, the firm anticipates significant investment from tech giants like Apple, Meta, Google, and Samsung will propel the category toward more 'proactive glasses' that leverage AI for contextual awareness and assistance.

Our take: The rapid growth in display-less AI glasses underscores a clear market appetite for unobtrusive, connected eyewear. Apple's rumored strategy to enter with a similar form factor makes sense, allowing them to iterate on core AI and audio functionalities while the more complex AR market matures. Meta's strong lead, however, means Apple faces a significant challenge to carve out market share, especially if privacy concerns become a defining battleground.