Apple’s strategy for smart glasses is the same as smart watches
Apple’s strategy for smart glasses is the same as smart watches
苹果智能眼镜的策略与智能手表如出一辙
It’s not just taking on Meta, it’s going after Ray-Ban and Warby Parker too. 苹果不仅要挑战 Meta，还要与雷朋（Ray-Ban）和沃比派克（Warby Parker）展开竞争。
Apple isn’t just looking to take on Meta in the smart glasses market; it’s looking to upend eyewear as a whole, according to Bloomberg’s Mark Gurman. When the Apple Watch launched, it wasn’t simply competing against the Pebbles and the Motorolas of the world. The company also had Swatch, Fossil, and Seiko in its crosshairs. Similarly, Apple’s smart glasses will be positioned not just against Meta and Samsung, but against Oakley, Ray-Ban, and Warby Parker in the $200-$500 range. 据彭博社的马克·古尔曼（Mark Gurman）称，苹果在智能眼镜市场不仅着眼于挑战 Meta，更意在颠覆整个眼镜行业。当年 Apple Watch 发布时，它竞争的对象不仅仅是 Pebble 或摩托罗拉等科技产品，苹果当时也将斯沃琪（Swatch）、Fossil 和精工（Seiko）等传统手表品牌视为目标。同样，苹果的智能眼镜定位不仅是针对 Meta 和三星，还将与 Oakley、雷朋和沃比派克等品牌在 200 至 500 美元的价格区间展开竞争。
Apple Watch generates an estimated $17 billion annually, but eyewear is a potentially even bigger prize. Where the watch market is worth an estimated $132 billion, according to Mordor Intelligence, eyewear is estimated to generate between $180 and $200 billion annually. Apple Watch 每年的收入估计约为 170 亿美元，但眼镜市场可能是一个更大的蛋糕。根据 Mordor Intelligence 的数据，手表市场价值约为 1320 亿美元，而眼镜市场每年的收入估计在 1800 亿至 2000 亿美元之间。
Notably, though, Apple doesn’t plan to play at the highest ends of the market, leaving companies like Cartier and Matsuda to cater to luxury customers. The company tried to compete in the luxury watch market with the $10,000 gold Apple Watch, but it never made much of an impact. So this time around it seems Apple will focus on mainstream consumers. 值得注意的是，苹果并不打算涉足高端奢侈品市场，而是将卡地亚（Cartier）和松田（Matsuda）等品牌留给高端客户。该公司曾尝试通过售价 1 万美元的黄金版 Apple Watch 进军奢侈手表市场，但并未产生太大影响。因此，这一次苹果似乎将专注于主流消费者。
According to Gurman: The company believes its strong brand, industrial design and iPhone integration will lead people seeking new regular glasses to spring for an Apple pair instead. Apple’s existing ecosystem of over 2 billion active devices, its global retail footprint and the promise of artificial intelligence features that could help people interact with the world around them will help as well. 古尔曼表示：苹果公司认为，凭借其强大的品牌影响力、工业设计以及与 iPhone 的深度整合，那些打算购买普通眼镜的用户会转而选择苹果眼镜。此外，苹果现有的超过 20 亿台活跃设备生态系统、全球零售网络，以及能够帮助人们与周围世界进行交互的人工智能功能承诺，都将为其提供助力。