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Buried in 2023

A Vision Ahead of Its Time

Google Glass

Google Glass began with a powerful vision: to enable people to have more meaningful interactions with others.

Wearing it means users don’t have to look down at their smartphones, instead, they can head up, and be present to people standing next to them.

And Google ended up killing this product.

The augmented reality spectacles are supposed to change the world, but currently they look too dorky to catch on.

Tim Worstall, Forbes

What WENT WRONG?

After spending 3 years developing the idea, this 14-year-old product, sadly, never became the public’s sweetheart. Why? Let’s group these reasons into 2 main categories:

2 Issues that buried Google Glass
Issue 1: Not a Good Fit for the Market
At the beginning, Google tried to break into the consumer market by only focusing on tech-savvy people and early adopters.
$1,500 was a steep price in 2013! You could've bought a MacBook Air or a Nexus 7 for that amount. It just wasn't affordable for most people.
issue 2: User Experience Nightmare
Glass hardly fits into the daily outfits for most people. wearing this glass draws unwanted attention.
The sensor was far from perfect for gesture actions. This glass lasted only 60 mins ( or less ).
The camera was a major turnoff. No one wants to feel like they're being recorded without their permission, especially by a stranger.
Because of privacy concerns, people who used Glass were called "Glassholes," which totally killed their chances in the consumer market.
2 Issues that buried Google Glass
Issue 1: Not a Good Fit for the Market
At the beginning, Google tried to break into the consumer market by only focusing on tech-savvy people and early adopters.
$1,500 was a steep price in 2013! You could've bought a MacBook Air or a Nexus 7 for that amount. It just wasn't affordable for most people.
issue 2: User Experience Nightmare
Glass hardly fits into the daily outfits for most people. wearing this glass draws unwanted attention.
The sensor was far from perfect for gesture actions. This glass lasted only 60 mins ( or less ).
The camera was a major turnoff. No one wants to feel like they're being recorded without their permission, especially by a stranger.
Because of privacy concerns, people who used Glass were called "Glassholes," which totally killed their chances in the consumer market.

Google TRIED to relaunch

Do you know that there are two versions of Google Glass? The 1st version was the one faced criticism for privacy concerns and a lack of clear use cases. 

Learning from their mistakes, Google relaunched the 2nd version call “Google Glass Enterprise”, focusing on solving specific problems for businesses. It is designed to be a tool that can increase efficiency and productivity.

2 versions of Google Glasses
Google Glass Explorer version
Target Audience of Glass Explorer: Developers and early adopters.
Launch: Introduced in 2013 through the "Glass Explorer Program."(prototype)
The Explorer Edition was a prototype that included a small, head-mounted display offering a hands-free smartphone experience. It had a camera, voice controls, and could display notifications and information in a small screen above the right eye.
Explorer focused on integrate into users’ everyday life, keeping people connected, informed, and capture every moment.
Google Glass Enterprise
Target Audience: Business and industrial use.
Enterprise version was released in 2017
The Enterprise Edition offered better hardware, including a more powerful processor, improved battery life, and a more comfortable design. It also featured improved optics and a better camera.
Use Cases: This edition focused on industries like manufacturing, healthcare, and logistics, where hands-free access to information and instructions was crucial. It allowed workers to access checklists, remote assistance, and real-time data without interrupting their workflow.
Google discontinued Glass project in 2023
2 versions of Google Glasses
Google Glass Explorer version
Target Audience of Glass Explorer: Developers and early adopters.
Launch: Introduced in 2013 through the "Glass Explorer Program."(prototype)
The Explorer Edition was a prototype that included a small, head-mounted display offering a hands-free smartphone experience. It had a camera, voice controls, and could display notifications and information in a small screen above the right eye.
Explorer focused on integrate into users’ everyday life, keeping people connected, informed, and capture every moment.
Google Glass Enterprise
Target Audience: Business and industrial use.
Enterprise version was released in 2017
The Enterprise Edition offered better hardware, including a more powerful processor, improved battery life, and a more comfortable design. It also featured improved optics and a better camera.
Use Cases: This edition focused on industries like manufacturing, healthcare, and logistics, where hands-free access to information and instructions was crucial. It allowed workers to access checklists, remote assistance, and real-time data without interrupting their workflow.
Google discontinued Glass project in 2023

Would I buy Google Glass? Not now, especially with that $1,500 price tag. The device has a lot of evolving to do before it's ready for the world. The world has some evolving to do before it's ready for Glass, too.

— Hayley Tsukayama, The Washington Post ( 2018)

Let's talk about
Privacy issue

Remember the awkwardness surrounding Google Glass? It wasn’t just about the wearer’s privacy… it was about everyone else. This game puts YOU in the shoes of a Glass user when interacting with someone. Prepare for some serious social discomfort!

2009

2012

2015

2017

2023

End

Google Glass development was started

Glass was officially announced and people were extremely excited about this product

Glass faced backlash and the public launch has yet to happen. Then, Google withdrawn Glass from the consumer market.

Google publicly announced the launch of Glass for Enterprise

Google discontinued Glass products.

Swipe right to read again.

Sergey Brin
Sergey BrinGoogle Founder
Glass Launch
Glass LaunchOne of the scenic launch
Explorer Edition
Explorer EditionIt faced backlash
Enterprise Edition
Enterprise EditionFor business uses
Explorer Edition
Explorer EditionBeing withdrawn
The End of Juicero's timeline
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Lesson learned​

Google Glass may not have been the success story they envisioned, but it’s a good reminder that even the most ambitious ideas can face challenges. Let’s take a closer look at the key takeaways from their journey.

Product-market fit is vital 📍

We wonder how far Glass would have gone if they had targeted the enterprise market from the start.

Timing matters 📅

In 2013, the technology wasn’t quite there yet, and people weren’t ready for the social implications of a wearable computer.

Values & price tag mismatched 💸

Google Glass was too expensive at $1,500 for the consumer version and $1,000 for Enterprise versions, considering what it offered.

Privacy is a right 🛡️

 Not only Glass users but also those they interact with need to feel safe and respected in their personal space.

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