To The Moon

10 years after its debut, the company finally gives up on its Google Glass

In 2013, Google tried to get ahead of the augmented reality game with its Google Glass. Although first heralded as a technological milestone, the $1,500 price tag and privacy concerns made it a commercial flop. But despite some late success among medical professionals and first responders, the product never really reached the masses. Yesterday, Google officially announced the demise of its Glass product line.

According to a company statement, the glasses are no longer available for purchase, while support for the Glass Enterprise Edition will continue until mid-September this year. “Thank you for over a decade of innovation and partnership,” Google writes, in the brief finale to one of the most infamous modern tech releases.

Initially resembling frameless glasses, Google’s headset featured a small, rectangular, transparent glass (hence the name) over the wearer’s right eye. A miniature onboard computer system transmitted bits of information through the prism. Users could then use features like map directions, photo and video capabilities, and weather forecasts in front of them while maintaining a clear view of their actual surroundings. Future iterations resembled goggle designs and were often used in industries such as factory manufacturing.

The announcement likely won’t surprise most, as Big Tech giant’s latest Glass Enterprise Edition came out nearly four years ago in 2019 with a price tag of $999. Since then, Google’s main rivals in Meta and Apple have invested huge amounts of cash in their respective AR projects. In 2021, Meta collaborated with Ray-Ban to launch its camera-integrated sunglasses, albeit without augmented screen features, and also strove to push a “metaverse” experience through its Meta Quest line of headphones. Meanwhile, Apple is about to launch its own line of portable AR/VR products.

As CNBC also points out, Glass’s demise in no way means Google is out of the AR game. Last summer, the company unveiled a new prototype version of the augmented reality headset, though no specific details have yet been announced when it would launch, its price, or even what the product would be called.