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  "description": "With smartglasses, Apple is once again entering Meta's turf. Wielding a familiar weapon: the iPhone...",
  "path": "/meta-apple-smartglasses-nightmare/",
  "publishedAt": "2026-04-13T12:41:49.000Z",
  "site": "https://spyglass.org",
  "tags": [
    "poor strategy",
    "was timing",
    "failed to materialize",
    "validate the market",
    "pulling back",
    "but it's a tiny one",
    "again",
    "looks to be",
    "will say",
    "on metaverse hardware",
    "yet another",
    "AI wearables",
    "Subscribe now"
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  "textContent": "You know the scene in the movie where the kids thought they’ve fought off the killer only for him to reappear? Methodically walking towards them with a weapon? Yeah, to Meta, that must feel like Apple.\n\nIt was a mere two years ago when Apple unleashed their virtual reality – sorry, \"Spatial Computing\" – headset into the market to take on and potentially take out market leader Meta. Of course, the Vision Pro completely and utterly failed to make a dent in that market. Part of it was poor strategy, but the bigger issue was timing. For roughly the 30th year in a row, the VR market failed to materialize.\n\nIn a backwards way, Apple _did_ hurt the Meta Quest. Because the Vision Pro failed to validate the market, even Meta is now pulling back. Sure the Quest still controls that world, but it's a tiny one. And one that's _shrinking_ again. Meta's entire bet-the-company strategy – from name on down – on the metaverse now looks misguided at best. And certainly it was a distraction as the company looks to be competitive in the real battle: AI.\n\nStill, Meta will say that without the billions burned on metaverse hardware, they wouldn't have ended up with their Ray-Ban Meta smartglasses. In yet another hardware market littered with bodies – AI wearables – Meta seems to have found an actual hit. As such, guess who's now coming for them?\n\nYep, theyyyyy'rrrreee baaaaccckkk...\n\n### This post is for subscribers only\n\nBecome a member to get access to all content\n\nSubscribe now",
  "title": "Meta’s Recurring Apple Nightmare",
  "updatedAt": "2026-04-13T12:49:30.858Z"
}