At I/O 2026 last week, Google announced Wear OS 7, the latest iteration of its smartwatch operating system. As well as setting the stage for future Gemini Intelligence additions (of course), one of the biggest updates was what Google calls Wear Widgets. This is an evolution of the existing tiles that have been core to the Wear OS up until now. Wear Widgets are designed to closely mirror what can be offered on Android smartphones, which will make it easier for developers to build cross-device solutions. And it’s not just for developers: users who make widgets with Google’s Create My Widget tool will also be able to map these smartphone-based widgets over to the smartwatch, adding a significant level of flexibility for customers looking for specific rapid-glance information.
But back to the AI Gemini Intelligence: Wear OS 7 includes several APIs that can be used by developers to connect their smartwatch apps to Gemini Intelligence. As Google looks to integrate more and more AI-based solutions into its platforms, these APIs should ensure that the smartwatch becomes a core platform for user interaction.
The Circana Take:
- The updated Wear OS 7 is a significant step up that should help smartwatches based on the platform differentiate. As Apple continues to dominate the smartwatch market in the US, these advances – and the close ties back into the smartphone – could help protect the Wear smartwatch base (and associated smartphone base).
- While the infusion of AI does theoretically make the Wear OS solution stronger, many consumers are still unsure about the benefits of AI and solutions that help consumers build their own widgets (Create My Widget) are unlikely to be used by the vast majority of consumers.
- What these significant advances are unlikely to do is convert customers back from the Apple ecosystem. Apple ecosystem users are particularly loyal to the platform – especially if a switch would mean both a smartwatch and smartphone switch. Having said that, the new improvements should certainly help to strengthen current user loyalty to Google’s solution.
Google previews smart glasses
Google also used the I/O 2026 event to preview upcoming smart glasses from its partnership with Samsung (as well as Warby Parker and Gentle Monster from the glasses perspective). While there was no mention of pricing – or detailed specifications – the glasses look set to come in two frame styles and will skip the heads-up-display, instead focusing on voice interfaces. And, of course, the glasses come with cameras to snap those all-important moments, as well as providing the contextual location data needed to address many user questions (“what is that building” and so on). There is a small touchpad in the arm of the glasses to trigger interactions such as photos, or AI requests. The first smart glasses are expected to hit the US market near the end of this year.
The Circana Take:
- The two designs are very different, with Warby Parker providing a rather staid, standard design while Gentle Monster’s iteration feels more adventurous. This does possibly widen the playing field for interested consumers.
- Do the new glasses differentiate at all from Meta? Not really. The Ray-Ban design remains iconic while the Oakley version wins for its sporty focus. As such, it’s not clear how the new Google/Samsung glasses will differentiate enough to target new markets. As such, they are not likely to pull consumers over from their current Meta ownership, and it is, as yet, unclear how many undecided consumers will buy into the category.
- The lack of a heads-up display is very understandable for an initial version – and a well-designed voice interface should be the best solution to my mind, rather than a display. But… Meta is clearly a significant leap ahead with its HUD version.
- While the glasses can work across both Apple and Android smartphones, I suspect that point will be lost on many consumers who will view these as an Android-only solution. And smart glasses ownership currently skews significantly (60/40) to Apple users.