Apple's marketing officer thinks that Google Glass isn't for "normal people"

Apple's marketing officer thinks that Google Glass isn't for
Google Glass, rest its Explorer Edition's bespectacled soul, has always had the doubtful quality of provoking extreme skepticism. The tech-inclined seemed cool with it - after all, it was a novelty, a new interaction paradigm, something that can be of benefit to many industry professionals, video producers, and people with disabilities, for starters. But the regular people, the ones who don't share our passion for technology, they weren't simply NOT into it... they disliked it immensely. Google Glass EE was a piece of surveillance gear that turned humans into monitoring cyborgs, for all they knew. Speaking of which, both camps seemed to agree that donning a pair of the $1500 hi-tech spectacles made you look like a dork, excuse the language.

As Google made the practical decision of pulling Glass from the market until it's ready for another go, a certain Apple CMO by the name of Phil Schiller took a metaphorical visit to the glasses' temporal grave and let out a big, triumphant laugh - in 2012. "I can't believe they (Google) think anyone normal will ever wear these things." - said Schiller in a leaked email exchange from way back, adding that Glass reminded him of "the push to market video goggles* a few years back". Apologies, Robert Scoble, Sir - Apple just said you aren't really normal! Your life, with or without Google Glass, will never, ever be the same *sadface*.

So, if you ever questioned yourselves where is the Apple Glass and why the Cupertinians are taking so long to compete with Google on the smart goggles front, you just got yourselves a harsh official statement on the matter. We can interpret Schiller's words in two ways - either there isn't money to be made in smart glasses because normal people wouldn't wear them, or smart glasses need a very socially acceptable, attractive design to achieve the iPhone's success (because when Apple launches a new product category, it doesn't settle for anything less). The key takeaway is that the smart glasses revolution is postponed.

* we assume Schiller referred to this work of the Devil

via Business Insider

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170 Comments

1. jaytai0106

Posts: 1888; Member since: Mar 30, 2011

I can't even imagine how distracted people on the street would be if most of them have some type of smart glass.

8. Planterz

Posts: 2120; Member since: Apr 30, 2012

Honestly, probably no moreso than normal. Perhaps even less so. I mean, everywhere you see people walking around unaware of their surroundings looking at their phones. At least with Google Glass people would be looking at what's in front of them.

17. remixfa

Posts: 14605; Member since: Dec 19, 2008

I would definitely go with "more aware". You stare at your phone and walk while you text.. your phone is facing the street below you more often then not. At least this way you can see whats directly in front of you. They figure a way to make it a lil more fashionable and it will grow its niche. Less Borg more nondescript.

53. alrightihatepickingusernames

Posts: 474; Member since: Dec 29, 2013

Yeah, as of now they look FAR too techie for the average person, to the extent that I'd actually agree with Shiller here. I agree, it's popularity can grow if the design becomes more moderate, (as well as the price!). People would also need to become more accustomed to the push for contextual information, and I think this is already happening. On the other hand, this could just be a product for another generation, I'm sure some people are deeply apprehensive in regards to the product. And I personally wouldn't consider it until great functionality was implemented.

41. torr310

Posts: 1676; Member since: Oct 27, 2011

Smart glasses are not for normal people, not only Google Glass.

2. BobbyBuster

Posts: 854; Member since: Jan 13, 2015

Short: Google wasted money. The same fate awaits Project Ara. People willing to carry double the size and weight for half the battery life in addition to dozens of compatibility issues must be plain stupid.

4. Busyboy

Posts: 733; Member since: Jan 07, 2015

Love it how you talk about poor battery life yet you own an iPhone. Hypocrite.

5. Planterz

Posts: 2120; Member since: Apr 30, 2012

Wow, you have a Project Ara phone already? How about a review? Or could it be that you have no effing clue about anything? I'm thinking the latter...

6. BobbyBuster

Posts: 854; Member since: Jan 13, 2015

Fortunately, I'm smart enough NOT to waste my money on craps.

9. Planterz

Posts: 2120; Member since: Apr 30, 2012

I'm more a blackjack man myself, BobbyBuster.

7. Iodine

Posts: 1495; Member since: Jun 19, 2014

Don't you think that that you will get all far worse battery life (both smaller battery and power hungry interconects) from such fragmented phone ? It's completelly logical.

11. Planterz

Posts: 2120; Member since: Apr 30, 2012

Let's wait until the actual product is available for reviews and tests before mindlessly dismissing it, m'kay? Perhaps you'll be right. But neither you or I know yet. We don't know how big the batteries available might be. In any case, there's a reason it's called "Project" Ara. It's as much an experiment as it is a product. You can't have innovation if you don't try new things, and that's Google's specialty. You have to at least give them credit for that.

13. BobbyBuster

Posts: 854; Member since: Jan 13, 2015

Wait for what? It only takes some common sense and/or wisdom to avoid such a futile attempt. Roughly half of the developing time of smart phones go into reducing power consumption. The other half into solving stability/compatibility issues. Do you honestly think the power leakage at dozens of interconnects is negligible? Do you think putting together off the shelf components from various vendors will work out of the box? I see it coming: none of the vendors will feel responsible for any kind of compatibility issues.

14. Planterz

Posts: 2120; Member since: Apr 30, 2012

So you're content with the mediocre norm...typical Apple fan.

39. VZWuser76

Posts: 4974; Member since: Mar 04, 2010

People probably said the same thing about things like semiconductors, solid state drives, and miniaturized PCB components. If your yardstick of what's possible is what's currently available, you'll never see true innovation. True innovation is risk.

43. RebelwithoutaClue unregistered

I think the average person working at Google is a lot smarter and wiser than you. They know it might not become a final product which is marketable. Like many of their projects. But it is nice to see what is possible and to discover. Something you fail to see. And as their main revenue doesn't come from hardware, they can fool around with stuff like this. Why do you think they bought a robots company, so every user in the world can have a big loud bulky robot that looks like a mule to follow them around town?

48. VZWuser76

Posts: 4974; Member since: Mar 04, 2010

Exactly. I don't think anyone is realizing that all companies have projects that don't make it to market, but are used in R&D as a testbed for products that will make it to market. Car companies are well known for this. They have cars built that are radically different than what you see in the showrooms, and are used to test new engines, transmissions, brake systems, aerodynamics, etc. You only learn what's possible and make big advancements by taking a risk and trying something out. I'm sure Google's intention is that Project Ara will make it to market. Maybe it will, maybe it won't. But you can bet that the data gathered will make it into products going forward.

45. VZWuser76

Posts: 4974; Member since: Mar 04, 2010

If you want to get into it, there's also power leakage in every PCB trace, ribbon cable, and solder joint. As far as compatibility, there will be guidelines to be a Project Ara vendor.

46. Exempt1 unregistered

Well you kinda sound like a moron, eh? :]

23. tedkord

Posts: 17414; Member since: Jun 17, 2009

Why does actual innovation scare you so?

26. TechieXP1969

Posts: 14967; Member since: Sep 25, 2013

Everything starts somewhere. How do you know it will have bad battery life? Do you own one? NO! So what if its double the size. Obviously you aren't a geek. You ever see the PC of a geek. Its double the size and weight of a typical store bought computer. You are either small minded, not geek or just a complaining wuss. Get a job or something.

82. Jamoga

Posts: 187; Member since: Dec 17, 2014

you are correct. google glass is not for all, but for people in medical field and likewise similar or so, can hugely benefit from it, its not a total waste, just its not for the masses. if goes for masses, there will be as much laws, no glasses while driving, do work and such forth.

3. Busyboy

Posts: 733; Member since: Jan 07, 2015

Isn't for normal people until Apple makes something similar

64. alouden unregistered

Spot on!

100. Phonecall01 unregistered

Exactly. Just like "Big display" phones were stupid and unnecessary until Everybody wanted one.

10. Crispin_Gatieza

Posts: 3152; Member since: Jan 23, 2014

Normal is synonymous with mediocrity. Anybody who's ever seen a Bell curve knows this. It's not like he said that only drooling morons will be wearing these silly contraptions.

15. Mxyzptlk unregistered

Do you realize how pompous you sound right now?

35. Crispin_Gatieza

Posts: 3152; Member since: Jan 23, 2014

I'm sorry if my use of multi-syllabic words is too much for you to handle. That's not being pompous since my statements are correct, that's called having an education. Not everybody thinks being stupid is hip. Not everybody needs a street cred to survive. Only booger-eating morons like you don't value a good education and end up living in a trailer in West Virginia. Grow the f**k up and make something of your useless life.

56. Mxyzptlk unregistered

Apparently I struck a nerve because someone is being salty. First of all stop being so pompous and arrogant because A. you look pathetic and B. you're not impressing anyone. I don't live in a trailer nor do I live in West Virginia. For your information I have an education and a job. More than I can say for you who's only mark in life is being salty on a tech site. Get over yourself. Why don't you take your own advice and stop being so f-ing salty.

75. meanestgenius

Posts: 22277; Member since: May 28, 2014

You must have just learned the word "salty", because you sure are using it a whole lot lately. And Crispin must have been the one to strike YOUR nerve, because you should did become "salty" over that trailer crack. Truth hurts, doesn't it?

* Some comments have been hidden, because they don't meet the discussions rules.

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