At Google I/O 2025, Google co-founder Sergey Brin took the stage in a rare appearance, candidly addressing the challenges that led to Google Glass’s downfall while expressing enthusiasm for the company’s renewed push into smart glasses with Android XR. Brin’s reflections on past mistakes and his optimism about new partnerships with Samsung, Xreal, and Warby Parker signal a promising revival for wearable tech at Google. Here’s a closer look at what went wrong with Google Glass and how Google is leveraging AI and industry expertise to get it right this time.
Google Glass: Lessons from a Pioneering Flop
Launched in 2013 with a $1,500 price tag, Google Glass was a bold experiment in wearable computing, featuring a head-mounted display, camera, and voice-activated interface. Despite its innovative vision, the project stumbled due to several critical issues. During an onstage interview with Google DeepMind CEO Demis Hassabis at I/O 2025, Brin admitted, “I made a lot of mistakes with Google Glass,” pinpointing his lack of understanding of consumer electronics supply chains as a key factor. “I just didn’t know anything about consumer electronic supply chains, really, and how hard it would be to build that and have it at a reasonable price point,” he said.
The high cost made Google Glass inaccessible to most consumers, while its conspicuous front-facing camera sparked widespread privacy concerns, earning it a reputation as a “creepy” device. The design, which Brin himself noted looked odd with “that thing in front,” failed to blend seamlessly into everyday life, further alienating potential users. Public perception wasn’t helped by the infamous 2012 Google I/O skydiving demo, which, while memorable, didn’t translate into mainstream appeal. Brin jokingly remarked that a similar stunt at the current Shoreline Amphitheater venue “would have been even cooler,” but acknowledged the need to “polish the product first.”
By 2015, Google Glass was discontinued for consumers, and a later attempt to reposition it as an enterprise product fizzled out by 2023. Brin’s candid admission highlights how Google underestimated the complexities of manufacturing, pricing, and consumer acceptance, lessons that are now shaping its approach to Android XR.
Android XR: A Smarter Approach with Strategic Partnerships
Fast forward to 2025, and Google is diving back into smart glasses with Android XR, a platform for augmented, mixed, and virtual reality devices. Unlike the solo effort of Google Glass, this time Google is leaning on experienced partners to overcome past pitfalls. Collaborations with Samsung (for the Project Moohan headset), Xreal (for Project Aura glasses), and Warby Parker are central to this strategy. Google is also investing up to $150 million in Warby Parker, taking an equity stake to bolster its smart glasses development. These partnerships aim to address supply chain challenges and deliver stylish, affordable glasses that don’t scream “tech gadget.”
Brin emphasized the role of these partners, noting that companies like Xreal are producing glasses that “look like normal glasses” and integrate seamlessly into daily life. Xreal’s Project Aura glasses, expected to launch between late 2025 and early 2026, are projected to be priced under $600, a stark contrast to Google Glass’s $1,500 price tag. This affordability, combined with the expertise of eyewear brands like Warby Parker and Gentle Monster, positions Android XR to compete with rivals like Meta’s Ray-Ban smart glasses and Apple’s rumored AR glasses.
The integration of generative AI, particularly Google’s DeepMind-powered Project Astra, is another game-changer. Unlike the original Google Glass, which lacked the robust AI capabilities available today, Android XR glasses will offer features like live translations, directional navigation via a mini Google Maps display, and general AI queries, all powered by Gemini AI. Brin highlighted that “the advent of generative AI makes the capabilities of smart glasses much more tangible,” transforming them into a practical tool for hands-free tasks like cooking or sports.
Why This Matters: A Second Chance for Smart Glasses
Brin’s return from semi-retirement to work on Google’s Gemini AI and Android XR efforts underscores the company’s commitment to wearable tech. “Anybody who’s a computer scientist should not be retired right now,” he quipped, emphasizing the transformative potential of AI-driven wearables. The Android XR platform, with its focus on AI integration and partnerships, aims to deliver what Google Glass couldn’t: a mainstream, user-friendly product that blends style, affordability, and cutting-edge functionality.
The competitive landscape is heating up, with Meta’s partnership with EssilorLuxottica for Ray-Ban smart glasses and Apple’s reported AR glasses in development. Google’s strategic shift to collaborate with established players like Samsung and Warby Parker positions it to avoid the supply chain and pricing missteps of the past. The $150 million investment in Warby Parker, which saw its stock rise over 15% after the I/O announcement, signals strong market confidence in Google’s vision.
Looking Ahead
Google’s Android XR glasses, set to launch as early as next year, represent a second chance to realize Brin’s vision of hands-free, heads-up computing. By learning from Google Glass’s mistakes—unrealistic pricing, privacy concerns, and clunky design—Google is poised to deliver a product that could redefine how we interact with AI in our daily lives. The Project Aura glasses, with their sleek design and Gemini-powered features, are shaping up to be a compelling alternative to smartphones for tasks requiring real-time, hands-free assistance.
As Brin himself noted, the form factor of glasses remains “pretty cool” and is now the “perfect hardware” for AI-driven applications. With Google’s renewed focus and robust partnerships, Android XR could finally bring that vision to life, a decade after Google Glass’s ambitious but flawed debut.
Are you excited about Google’s Android XR smart glasses? How do you think they’ll stack up against Meta and Apple’s offerings? Share your thoughts in the comments!