Apple keeps falling behind while its biggest threat isn't Samsung or Google anymore

This year Apple went out of its comfort zone consisting of iPhones, iPads and Macs. The Cupertino company released the Vision Pro, and semi-released Apple Intelligence; its first foray into mixed reality headsets and generative artificial intelligence, respectively.

And at least for Apple Intelligence, I'm quite certain this was a rush job, to try and keep up with the AI trend and please its investors.

As for the Apple Vision Pro, that was even more overdue, considering Meta already has a tight grip on the market by now, with far more affordable and complete Quest headsets. The perfectly well-rounded Meta Quest 3 and perfectly affordable Quest 3s come to mind.

Still, Apple is the world's most valuable company with a market cap of over $3 trillion. Its smartphones sell extremely well. But what if smartphones won't be around forever, and what if smartphone competitors like Google and Samsung aren't Apple's biggest long-term threat anymore? Hear me out…

Apple should start worrying more about Meta long-term, instead of Google and Samsung

In the context of consumer tech, Meta (formerly Facebook) isn't exactly what comes to mind for most people. They think Apple, Samsung, Google, LG, Xiaomi, etc.

But Meta has not-so-quietly been investing in future technology for years now. It has developed its own AI, its own mixed reality headsets, its own operating system for them, based on Android, and now – has shown the world its vision for the future – the Meta Orion glasses.



These glasses have all of the modern trends covered – AI, mixed reality features, and the potential for smartphone features – all on your face, in the form of slightly thicker sunglasses. For now; because they'll get thinner, more capable and more widely available eventually.

Based on what I'm seeing, I truly believe the smartphone, as we know it, won't be around forever.

Sure, for the next ten years or so it'll be here, unchanged, but eventually – it'll be mixed reality for all. At least that's my theory, as a mixed reality enthusiast who's been using similar devices for years now, and communicating with the brands that produce them. See the reviews in our AR/VR section for what's currently out there.

Eventually artificial intelligence and all the smartphone features you use on the daily will be built into your glasses. Mixed reality will replace the slab smartphone you have to hold and stare at.

But back to current times – Apple was pretty late to develop its own mixed reality operating system (realityOS, based on iPadOS) and showcase a headset (the aforementioned Apple Vision Pro).