CUPERTINO/USA – Apple has quietly scrapped its long-rumored Apple Watch camera project, marking the latest in a series of shelved innovations from the tech giant. According to an exclusive report by Bloomberg, the company had been working on integrating a camera into future Apple Watch and Apple Watch Ultra models. But as of this week, the development has been officially discontinued.

A Vision Cut Short

Contrary to expectations, the planned camera was not meant for selfies or FaceTime calls. Instead, it was designed to bring visual intelligence to the wrist—similar to the iPhone’s Visual Lookup feature. The concept: raise your watch, point it at an object, and receive instant information. Apple had already developed multiple prototypes, including rugged Ultra variants, with a launch initially targeted for 2027.

However, for undisclosed reasons—potentially involving privacy implications, unresolved engineering issues, or internal doubts about market readiness—Apple has pulled the plug. The company has not commented publicly, leaving consumers and industry insiders speculating.

A Pattern of Unfulfilled Promises

This is not the first time Apple has rolled out bold ideas only to retreat. Critics recall the troubled debut of Apple Maps in 2012, which failed to match Google Maps for accuracy or usability. It took more than a decade and a full suite of new software tools before Apple could claim competitive ground.

Similarly, Apple’s voice assistant Siri, once touted as revolutionary, failed to gain meaningful traction and is only now being rebuilt with advanced AI. The company’s recent attempt to relaunch its voice and communication tools under the “Apple Intelligence” brand also underwhelmed. Announced with fanfare, the suite only recently reached global availability—far behind the rapid user adoption of third-party platforms like ChatGPT, Perplexity, and Arc Search.

Competitors Ready to Fill the Gap

As Apple abandons the smartwatch camera concept, competitors from China—including Huawei, Xiaomi, Oppo, and OnePlus—are poised to step in. Industry analysts predict it’s only a matter of time before one or more of these brands unveil camera-equipped smartwatches of their own.

Betting shops in the UK should prepare odds on which Chinese manufacturer will be first to market with the feature.

Leadership at a Crossroads

For many observers, this latest setback adds to the growing pressure on Apple CEO Tim Cook. Critics argue that the company’s failure to keep pace with global innovation stems from outdated leadership and a risk-averse culture. Once seen as a pioneer, Apple is now frequently playing catch-up in product development and AI integration.

While the Apple brand still commands strong global loyalty, the question remains: how long will investors and consumers tolerate repeated delays, project cancellations, and missed opportunities?

Conclusion:

Apple remains a global powerhouse in branding and ecosystem loyalty, but its recent track record raises concerns. As tech competitors surge ahead with bolder, faster innovations, many are wondering if a generational leadership shift at Apple is overdue. The iconic slogan “Think different” once symbolized Apple’s disruptive approach to design and technology. Today, some critics warn it risks becoming symbolic of an unwillingness to take bold steps forward (hz)