Google Glass is back, but nothing is really different

When Google Glass was launched in April 2012 almost everyone got excited. Augmented Reality was the star of the hype cycle back then, and the possibilities for the device seemed endless. 

Three years later the product collapsed. Privacy and security issues proved to be too important both for Google and users, which became less and less interested in a technology that made us all look a little dumb.

It was expensive, too.

Why would Google launch another version of Google Glass? One would expect that this time the things that failed on the previous version would be corrected. 

They aren’t. Google Glass is still a niche product, enterprise focused, with a very limited set of use cases. It’s a little more powerful and has a better, bigger battery, but again, privacy issues are still there and users will look as dumb as they looked a few years ago. 

And it is as expensive as the previous version. 

There’s another big problem for Google Glass. As it happened (happens) with smartwatches, this device solves a problem that didn’t exist in the first place. Everything that Google Glass does can be done on a phone, and in fact Apple —with its ARkit— seems to have understood this better than Google. 

I’m affraid Google Glass is mostly useless: without real differentiation and really special use cases, it’s little more than an expensive business toy. Good luck with that, Google.

Author: Javier Pastor

Javier Pastor is a technology journalist that has been writing about tech since 1999. He started writing for PC Actual in Spain, the leading printed magazine in the country, and in 2006 started to write online. First as the Chief Editor for The Inquirer ES, and after that for MuyComputer until 2013. That year he became senior editor at Xataka, the leading tech news website in Spanish with over 5M uniques/month (Aug'15, comScore). Xataka is part of Weblogs SL, a blog network that gets over 40M uniques/month and that has a wide catalog of publications in Spanish. The Unshut is his new venture and allows him to express his opinions and thoughts on everything touched by technology, and follows what he has been doing at Incognitosis, his personal blog, since 2005.