The Race for Real-Time Translation: Apple, Google, adn Dedicated Devices vie for Dominance
The landscape of language translation is rapidly evolving, driven by advancements in artificial intelligence and the entry of tech giants like Apple, Google, and Meta into the market. Thes companies are pushing the boundaries of live translation technology, perhaps disrupting industries and challenging established players specializing in dedicated translation devices.
Apple’s recent unveiling of live translation capabilities within its AirPods, demonstrated at its September event, signals a significant investment in this technology. This move highlights the growing importance of seamless dialog in a globalized world and could bring the benefits of real-time translation to a massive user base – Apple shipped approximately 18 million sets of wireless headphones in the first quarter of 2025 alone, according to Canalys. The company may also be leveraging the expertise of its former design guru, Jony Ive, on future hardware products related to this technology.
However, Apple isn’t alone in this pursuit. Google has also been developing similar features, and Meta is exploring translation tools for its platforms. The potential impact is ample; a Microsoft Research study published in August found that translators and interpreters are the most vulnerable to displacement by AI, with 98% of their work activities overlapping with AI capabilities.
While the tech giants aim for broad accessibility, several companies have already established themselves in the purpose-built translation device market. Pocketalk, for example, offers a $299 device designed for two-person conversations, providing both audio and text translations. Vasco Electronics, based in Poland, is releasing translation headphones that can even mimic the user’s voice, mirroring a feature offered by Google.
These dedicated device manufacturers argue their specialized focus provides advantages over general-purpose solutions. “We actually hired linguists,” explained aleksander Alski,head of U.S.and Canada for vasco Electronics. “We combined the AI with human input, and thanks to that, we were able to secure much higher accuracy throughout all the languages we offer.” Vasco also benefits from a strong foothold in the European market, where Apple’s Live Translation feature is currently unavailable.
Currently, the scope of these translation features varies. Apple’s initial offering supports only five languages, while Pocketalk boasts support for 95.Beyond simple travel scenarios, companies like Pocketalk see the greatest potential in sectors requiring high levels of privacy and security, such as schools and hospitals, where the features offered by Apple and Google may fall short.
“This isn’t about luxury tourism and travel,” stated Joe Miller, U.S. general manager of Pocketalk. “This is about the intersection of language and friction,when a discussion needs to be had.”
Apple did not respond to a request for comment.
WATCH: If the AirPods live translation features work, its a breakthrough in AI, says DA Davidson’s Luria
