What Happened To Google Glass? How Google Glass Set The Stage For The AR Revolution

How we source: figures on this page come from the company’s own filings (SEC 10-K, 10-Q and earnings releases, or its annual report), with the period stated next to each number. Last refreshed October 2026. Our methodology.

Prototype Google Glass smart glasses were launched in April 2013 for the princely sum of $1,500. Almost immediately, they attracted criticism from consumers concerned about their privacy, safety, and cost. 

Just two years later, Google announced it would be ceasing production of the consumer version of the glasses.

The company then pivoted to the business sector and launched Glass Enterprise Edition for certain workplaces such as factories and surgeries. 

Why did the consumer version fail so spectacularly? Read on to find out.

Product-market fit

Google Glass failed as a product because its inventors did not conduct proper research on its potential users and the market.

Instead of developing a product that would solve user problems, they believed the glasses would sell on hype and revolutionary technology alone.

The early adopters were exposed to poor product development and could not identify any meaningful benefits to wearing the glasses.

Moreover, the glasses were not technologically advanced enough to warrant regular use, and Google had not determined whether they were comfortable to wear for long periods.

What Google Glass taught Google

Glass was early: battery, display and price were not ready, and the camera on people’s faces raised privacy concerns that made ‘Glasshole’ a word. The enterprise version found real uses but stayed niche.

The bet moved rather than died: Google now works on AR and glasses through Android XR with hardware partners, while its AI models do the work the original Glass could not. See Google’s failed products and Alphabet’s Other Bets.

Competition

Google had lofty ambitions to augment reality with a touchpad, camera, and LCD or LED display.

In truth, however, all the company did was supplement reality.

Ultimately, the sunglasses had a limited battery life of between three to five hours.

They were also competing with smart televisions, watches, and speakers with faster processors, larger capacities, and better cameras. 

Stigma and negative publicity

Google Glass attracted significant criticism after discovering wearers could film others covertly. 

Some bars and restaurants banned wearers from entry, with the term “Glasshole” coined around the same time.

Google then released a statement instructing users to respect the privacy of others and not be creepy or rude, but the damage had been done. 

The timing of the negative publicity was also unfortunate since there was also rising distrust around the power of big tech companies at the time.

Cost

Even the prototype version of the glasses retailed for $1,500 – equivalent to the price of a well-equipped desktop computer.

The high cost of the glasses was exacerbated by the fact that they didn’t perform any function, especially well.

As a result, those who could afford them were content purchasing a more affordable smartphone without the associated stigma of owning it.

Google released the latest version of its AR headset in February 2020. Known as Glass Enterprise Edition 2 and retailing for a more agreeable $999, the “faster and more helpful” release enables employees to perform their jobs more efficiently. 

The product is most effective in manufacturing, logistics, construction, healthcare, and other industries that don’t require a dedicated mixed-reality device such as Microsoft HoloLens.

Project Iris

In September 2021, it was revealed that Google was working to develop an augmented reality — as explored in the interface layer wars reshaping consumer tech — OS for a new and innovative AR device. The initiative, known as Project Iris, involves a headset that will augment video from outward-facing cameras with various graphics.

Referencing those close to the project, American tech news website The Verge claimed the product would more closely resemble ski goggles than typical glasses. It would also be run on an unspecified processor most likely based on Tensor with hardware chief Rick Osterloh noting it was the “perfect foundation for making big improvements in AR.”

The search giant is reticent to share details about Project Iris, with work undertaken in a separate building that requires a special keycard to access. There are over 300 employees working on the project with all signing non-disclosure agreements. 

Google splits its AR division

In February 2023, various articles reported that Google had split its AR division in response to competitors like Oculus Quest and Microsoft HoloLenses increasing their market share.

The reports coincided with the news that Google AR head Clay Bavor – at the helm for 18 years – would be leaving the company in March. All AR efforts previously under the purview of Bavor (such as Project Iris) will be moved into two separate divisions.

The first, Devices & Services, is headed by Osterloh and encompasses the Pixel Tablet, Fitbit, Pixel Watch, Chromecast, and Nest speakers, cameras, and displays. The second division, Platforms & Ecosystems, is led by Hiroshi Lockheimer and will incorporate Google’s AR efforts. 

Samsung collaboration

Google’s decision to incorporate AR into Platforms & Ecosystems is perhaps a nod to its recent collaboration with Samsung on Android-based extended reality (XR) headsets. Samsung president and mobile leader TM Roh hinted that the product was still in development but potentially close to a debut in the near future.

As part of the collaboration, Google is providing the software and a special version of Android tailored for wearable headsets and displays. The partnership and indeed restructuring of the AR division shows that Google is placing more of an emphasis on monetization. It also has the intention to adapt more of its services to XR environments.

Whether the company’s renewed focus on AR can overcome more advanced competitors and the negative experience it had with Google Glass remains to be seen.

Timing

While as a company, you can innovate and create new markets.

Often, technologies proceed with the development of complementary innovations.

AR might have been too early to be accepted at the time, given the strong transition from desktop to mobile.

In that phase, though, mobile won.

Setting the stage for the AR revolution

Augmented reality and virtual reality are taking center stage in what has been defined as the “Metaverse.”

Today these technologies and products might become the next frontier. As companies like Apple dominated the mobile industry.

Who’ll be able to tame the next wave will also ride a very large market.

Key Highlights

• Google Glass was a brand of smart glasses with a head-mounted display and augmented reality capabilities.
• It was launched as a consumer product in 2013 but failed to gain traction due to a poor product-market fit.
• The developers focused on hype and technology rather than solving user problems, leading to a lack of meaningful benefits for early adopters.
• Google Glass faced competition from other successful smart devices like watches, speakers, and televisions.
• The product received negative publicity and criticism for potential privacy violations, leading to the coining of the term “Glasshole.”
• The high cost of Google Glass, retailing at $1,500, made it less appealing to consumers compared to more functional and affordable alternatives like smartphones.
• Google pivoted to the business sector with Glass Enterprise Edition, targeting specific workplaces like factories and surgeries.
• Google continued its AR efforts with “Project Iris,” developing an augmented reality OS and innovative AR headset.
• In 2023, Google split its AR division and collaborated with Samsung on Android-based extended reality (XR) headsets to focus on monetization and adapting services to XR environments.
• AR and VR technologies are becoming central to the concept of the “Metaverse,” and companies are positioning themselves to dominate this emerging market.

Year · Key Events

Failed/Killed Project/Product at Google · Description and Key Reasons for Failure

What is Origin Story?

Google Glass is a brand of smart glasses with an optical, head-mounted display.

What is Product-market fit?

Google Glass failed as a product because its inventors did not conduct proper research on its potential users and the market.

What is Competition?

Google had lofty ambitions to augment reality with a touchpad, camera, and LCD or LED display.

What is Stigma and negative publicity?

Google Glass attracted significant criticism after discovering wearers could film others covertly.

What is Cost?

Even the prototype version of the glasses retailed for $1,500 – equivalent to the price of a well-equipped desktop computer.

What is Project Iris?

In September 2021, it was revealed that Google was working to develop an augmented reality OS for a new and innovative AR device. The initiative, known as Project Iris, involves a headset that will augment video from outward-facing cameras with various graphics.