Why Google Glass Failed: Price, Privacy, and Tech Limitations

Google Glass was one of Google X's ambitious "moonshot" projects, designed to revolutionize everyday technology through wearable smart glasses. Launched in 2014 as a futuristic innovation, it was quickly pulled from the consumer market in 2015 due to its high cost, privacy concerns, and public confusion about its purpose.

Although Google later attempted to revive Glass for enterprise and professional use, the product struggled to gain traction and was ultimately discontinued in 2023.

Understanding the Vision Behind Google Glass

As noted above, Google Glass was a project developed by Google X—now known only as X (not to be confused with the social media platform formerly known as Twitter)—which is a separate division of Google's parent company Alphabet. It develops new technologies, such as sensor technologies, prediction engines, electric grids, and wireless communications.

Glass was meant to be the company's answer to augmented reality (AR) smart glasses. This technology is meant to provide users with enhanced versions of reality through the use of different visuals, sounds, and sensory elements. This included adding digital images over a user's physical environment when they wore the device.

The central dispute among members of Google X was whether Glass should be used as a fashionable device all the time or only for specific utilitarian functions. Google co-founder Sergey Brin wanted to release Glass to the public and have consumers provide feedback that Google X could use to improve the design.

The Glass prototype was released early to be more forward-looking than convenient. It looked like a pair of eyeglasses. The lens, though, was replaced with a head-up display that could present data and take pictures. But, it turned out that consumers wanted wearable technology with functionality.

Analyzing the Downfall of Google Glass

Questions arose about the sustainability of Google Glass. Would users be comfortable wearing a camera around their faces every day? And did people understand how it worked? According to S&P Global, "analysts said the product line suffered from a limited public understanding of its use."

Some of the other reasons why Google Glass failed to prosper include:

• Google Glass was marketed as a luxury item with a high price.
• Google sought to create a niche and a specific community of Glass Explorers.
• Google attempted to associate the product with fashion designers. Glass was featured during Fashion Week and in relevant advertisements.

Another key issue revolved around privacy. The product garnered considerable criticism, particularly about how it could be used in public spaces. Some bars and restaurants barred wearers from entry while others simply banned the device altogether because users could begin recording using the camera at any time. Authorities also questioned how safe the glasses would be—notably if used on the road, where it was meant to help drivers

The device also failed to catch on with the healthcare sector, where it promised to have a big impact. Professionals said it wasn't well designed for use in medical settings coupled with the cost. Some medical workers said the glasses were heavy and difficult to use, which made working with patients difficult.

The Marketing Strategy and Consumer Response to Google Glass

Google advertised Glass in terms of experience augmentation. The 2012 demo reel featured skydiving, biking, and wall scaling. The videos showed user-friendly information instantaneously appearing on-screen during everyday activities. However, using Glass required lengthy battery life, improved image recognition capabilities, and a lot of data.

Glass chose to integrate a low battery life that enabled users to check messages, view photos, and search the internet. Glass, which retailed for $1,500, competed with other devices that housed superior cameras, larger capacities, and faster processors.

The Potential for Google Glass’s Return

The company tried to revive Google Glass. In 2017, Google announced it launched the Enterprise Edition, which was designed for people working in different industries, such as field services, logistics, and manufacturing. The company cited names like GE, DHL, Boeing (BA), and Volkswagen as some of its main purchasers. It allowed them to "access checklists, view instructions or send inspection photos or videos." This allowed them to cut costs, improve product quality, and increase production times.

The second version of the new Glass was released two years later. Called Enterprise Edition 2, it drew on feedback from users of the original Enterprise Edition and came with a high-powered CPU, a better camera, and a longer battery life. It was also comfortable and easier to use, with voice-activated technology. Since it was built on Android technology, Google said it was easier for users to integrate with their services.

In March 2023, the company stopped manufacturing and selling the glasses. Although it didn't provide a reason for the decision, it supported the glasses until September 2023.

The Bottom Line

Google Glass was conceived as a groundbreaking step toward integrating augmented reality into everyday life, but it ultimately fell short of that vision. Beyond its high price and privacy concerns, the product struggled with technical limitations and public misunderstanding about its purpose.

Although Google later tried to revive it through the Enterprise Edition for industrial and professional use, the innovation never reached mainstream success and was eventually discontinued.