Apple plans AI-powered Watch with built-in camera; targets wearables market

Apple is developing Apple Watch models with built-in cameras that will utilise artificial intelligence (AI) to provide contextual information about users' surroundings, according to Bloomberg's Mark Gurman.

In his Power On newsletter, Gurman said the tech giant is aiming to introduce camera-equipped Apple Watches by 2027, as it looks to strengthen its position in the AI wearables segment, currently led by players like Meta with its smart glasses.

New features


According to the report, Apple intends to incorporate the cameras differently across its watch lineup. The standard series models are expected to feature display-embedded cameras, similar to the front-facing lens on iPhones.

The development marks a significant expansion of Apple’s Visual Intelligence feature beyond smartphones. Introduced with the iPhone 16 series, Visual Intelligence uses AI models, such as ChatGPT and Google Search to identify objects and text. The feature is expected to roll out to iPhone 15 Pro models next month with the iOS 18.4 update.

Unlike FaceTime-focused camera use cases, the camera on the Apple Watch is being positioned to enable real-world AI functionalities. For instance, users could point their watch at a restaurant and instantly receive details such as ratings and business hours.

In-house AI push

Apple is also planning to shift from relying on third-party AI models to its in-house technology by the time the new wearables are launched, according to Gurman. Mike Rockwell, who previously led the development of the Vision Pro headset, is expected to play a key role in integrating AI capabilities into Apple’s wearable devices while continuing to work on visionOS.