Google is pulling the plug on its Glass project, a move experts say underscores the challenges of building successful augmented reality (AR) and virtual reality (VR) hardware.

Google has stopped selling its Glass Enterprise smart glasses. The company will also end support for its software in September. Google Glass has been criticized for its high price, limited functionality and lack of aesthetic appeal. While Glass was intended as a simple display rather than for virtual or augmented reality, lessons learned from Glass could influence Apple's rumored upcoming augmented reality headset.

“Glass has been seen as a device for early adopters and tech enthusiasts rather than the general public,” Natalie Bidnick Andreas, a digital strategist who teaches communications at St. Edward’s University, told Lifewire in an email interview. “Moving forward, AR and VR developers should prioritize creating devices that are affordable, functional, and aesthetically pleasing to the user. The end goal should be to create devices that seamlessly integrate with daily life, rather than devices that require significant customization and change.”

Google Glass is a wearable technology device developed by Google that resembles glasses, but contains a small computer screen mounted on the frame. The device can display information in a hands-free format, allowing the user to interact with the Internet and other digital content in a more natural and intuitive way.