Google announced that it would no longer sell its Glass Enterprise smart glasses and will cease support for software updates on it by September 2023. 

The product line was the successor to Google Glass, which was initially released in 2013 to developers and early adopters for USD 1,500. Despite being backed by Google founders, Google Glass failed to gain mainstream success, leading the company to position the product as a tool for enterprises in 2017. Google released a new version of the hardware in 2019 priced at USD 999 but has now decided to discontinue the product line entirely.

Analyst QuickTake: The discontinuation comes in light of Google shifting its focus to developing AI technologies such as Google Bard, given the growth in the use of generative AI tools alongside company-wide layoffs to restructure the company’s focus. Other companies which have recently halted the development of AR glasses to refocus their product offerings such as Mojo Vision and Apple .