Apple’s AI Glasses Strategy: Why Silence Isn’t a Red Flag for Investors

Apple’s Quiet Approach to AI Glasses and Acquisitions

Apple is keeping its AI glasses plans and acquisition strategy tightly under wraps. While this silence might raise eyebrows, investors shouldn’t be alarmed. The company is unlikely to remain an AI underdog for long.

Is Apple Really an AI Underdog?

It might seem odd to label Apple an underdog given its $3.3 trillion market cap and projected sales topping $400 billion this year. Yet, many see Apple trailing behind in artificial intelligence, especially compared to competitors making bold moves.

Rumors suggest Apple is investing heavily in AI glasses development and considering major AI-related acquisitions. Still, Apple’s executives have remained quiet on these fronts, choosing not to fuel speculation by confirming or denying these plans.

Playing It Close to the Vest in Cupertino

During the fiscal 2025 third-quarter earnings call, Citi analyst Atif Malik pressed CEO Tim Cook about Apple’s AI glasses strategy, noting the momentum of Meta and Xiaomi in this space. Cook praised the latest visionOS release for the Vision Pro headset but offered no detailed roadmap, simply stating the company remains “very focused on it.”

When asked about accelerating Apple’s AI roadmap or pursuing acquisitions, Cook acknowledged seven acquisitions in 2025 — not all AI-related — but gave no indication of a major AI deal. He emphasized openness to mergers and acquisitions that accelerate Apple’s goals, but no specifics were shared.

What Investors Should Make of Apple’s AI Silence

Apple is clearly behind some tech giants in AI. Its generative AI features and delayed Siri updates have disappointed. However, silence on AI glasses and acquisition plans doesn’t signal trouble. Apple traditionally reveals product plans only when close to launch and keeps M&A discussions confidential, especially if competition might intervene.

That said, Apple could benefit from acknowledging AI device development more openly. Competitors like Meta and Google are vocal about their AI glasses ambitions, which reassures their investors. A similar stance from Apple might ease investor concerns without compromising strategy.

Three Predictions for Apple’s AI Future

• AI Glasses Development: Apple will develop AI glasses comparable to Meta’s Ray-Ban AI glasses. Integration with the iPhone, similar to the Apple Watch strategy, will likely boost both product appeal and iPhone sales.
• Acquisition Strategy: Apple probably won’t pursue large AI acquisitions. Despite openness to deals of any size, spending billions on acquisitions like Perplexity, valued around $18 billion, seems unlikely. Apple’s history favors smaller purchases.
• Long-Term AI Position: Apple won’t remain an AI underdog forever. Its success depends heavily on technology leadership, and the company is expected to catch up and compete strongly in AI.

For executives and strategists, Apple’s approach highlights the value of measured communication and strategic patience. While competitors openly discuss AI ambitions, Apple’s cautious silence may reflect confidence in its timeline and product quality.

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