# Can Apple's smart glasses avoid being a privacy threat? Apple is working to address privacy concerns with its upcoming smart glasses. - **Source:** [TechCrunch](https://techcrunch.com) - **Published:** 2026-07-26 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/afb96d48-45ad-4f6f-8ea5-108c595b7f83 ## Apple's smart glasses plans Apple is working on smart glasses set to launch in 2027. According to Bloomberg, the company has delayed the launch from early 2027 to June 2027. This delay allows more time to refine the product and its privacy messaging. ## Privacy concerns Apple is aware of privacy concerns surrounding Meta's smart glasses, often dubbed 'creepy glasses.' These issues could be more significant for Apple, which heavily emphasizes privacy in its marketing. Unauthorized video recording is a major concern. ## Privacy-focused features Apple is expected to highlight privacy-friendly features like on-device processing and the absence of facial recognition. The company will likely avoid using customer recordings for AI training and won't follow Meta's practice of using contractors to review footage. ## Lessons from Meta Meta's smart glasses faced criticism for privacy violations. Apple aims to learn from these experiences and make its product more secure. Unlike Meta, Apple is expected to handle customer data more transparently and safely. ## Marketing strategy Apple will emphasize privacy in its marketing for smart glasses. The company plans to implement various measures to ensure user data protection. This strategy could play a crucial role in gaining consumer trust. ## Future expectations Apple's smart glasses could set a new standard for privacy. The company's efforts may boost consumer trust in technology and inspire other industry players to follow suit. The 2027 launch could be a significant milestone in this regard. ## Sources covering this story - https://techcrunch.com/2026/07/26/can-apple-make-smart-glasses-that-arent-a-constant-privacy-threat/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._