Focals by North

Focals by North
Basic Info
VR/AR	Augmented Reality
Type	Smart glasses
Subtype	AR Glasses, Notification Glasses
Platform	iOS, Android
Creator	North Inc.
Developer	North Inc.
Manufacturer	North Inc.
Announcement Date	October 2018
Release Date	January 2019
Price	$599 (later reduced from $1,000)
Website	https://www.bynorth.com/ (defunct)
Versions	Focals 1.0 (Focals 2.0 cancelled)
Requires	iOS or Android smartphone
Predecessor	None
Successor	Focals 2.0 (cancelled after Google acquisition)
System
Operating System	North OS (companion app)
Chipset	Custom processor
CPU	Embedded processor
GPU	N/A
Storage
Storage	Minimal on-device
Memory	Minimal on-device
SD Card Slot	No
Display
Display	Holographic projector (retinal projection)
Subpixel Layout	Full color
Peak Brightness	Moderate
Resolution	110 × 110 (holographic)
Pixel Density	Low-moderate
Refresh Rate	Standard
Persistence	Low persistence
Image
Field of View	Small (HUD-style)
Horizontal FoV	Small overlay
Vertical FoV	Small overlay
Average Pixel Density	Moderate
Peak Pixel Density	Moderate
Foveated Rendering	No
Optics
Optics	Holographic retinal projection (photopolymer film)
Ocularity	Monocular (right eye)
IPD Range	Custom fit per user
Adjustable Diopter	Prescription available ($200 additional)
Passthrough	Yes (optical see-through)
Tracking
Tracking	No spatial tracking
Tracking Frequency	N/A
Base Stations	N/A
Eye Tracking	No
Face Tracking	No
Hand Tracking	No
Body Tracking	No
Rotational Tracking	No
Positional Tracking	No
Update Rate	N/A
Tracking Volume	N/A
Play Space	N/A
Latency	Low latency
Audio
Audio	No (via phone)
Microphone	No (via phone/Loop ring)
3.5mm Audio Jack	No
Camera	No
Connectivity
Connectivity	Bluetooth 4.2
Ports	Proprietary charging
Wired Video	No
Wireless Video	No
WiFi	No (via phone)
Bluetooth	Bluetooth 4.2
Power	Built-in rechargeable battery
Battery Capacity	Not specified
Battery Life	18 hours
Charge Time	Not specified
Device
Dimensions	Standard eyewear
Weight	65-80g (varies by style/lenses)
Material	Lightweight frame materials
Headstrap	None (temples)
Haptics	No
Color	Multiple frame colors
Sensors	None on glasses
Input	Loop ring controller, voice (via phone)
Compliance	IP55 (dust/water resistant)

Focals by North (also known as North Focals) was a smart glasses product developed by North Inc. (originally Thalmic Labs), announced in October 2018 and released in January 2019. Representing one of the most ambitious attempts to create consumer smart glasses that looked like regular eyewear, Focals used a holographic projector built into the right temple that projected images onto a tiny photopolymer film square embedded in the right lens, creating a retinal display visible only to the wearer. The glasses featured Alexa integration, turn-by-turn navigation, notifications, calendar events, weather, and messaging—all controlled via the included Loop ring controller worn on the finger. Weighing 65-80 grams depending on style and prescription lenses, Focals claimed 18 hours of battery life and IP55 water/dust resistance. The glasses required custom fitting at North's showrooms (initially Brooklyn and Toronto), with pricing starting at $1,000 before being reduced to $599 ($799 with prescription lenses). Despite positive reviews for design and concept, Focals faced challenges with limited availability, required in-person fitting, and small display. North was acquired by Google in June 2020 for approximately $180 million, after which Focals 1.0 was discontinued and the planned Focals 2.0 was cancelled, with the team reportedly working on future Google AR glasses projects.

History and Development

Thalmic Labs Origins

Company background:

Founded as Thalmic Labs
Myo gesture armband creator
Wearable technology focus
Waterloo, Canada based

Rebranding to North

Company evolution:

Renamed to North Inc.
Smart glasses pivot
Consumer AR focus
New brand identity

October 2018 Announcement

Product reveal:

Focals introduction
Custom fitting model
Showroom locations
$1,000 initial pricing

January 2019 Launch

Commercial release:

Brooklyn showroom opening
Toronto showroom
Consumer availability
Limited distribution

Price Reduction

Market adjustment:

Reduced to $599
Prescription: $799
Broader accessibility
Market response

June 2020 Google Acquisition

Company sale:

~$180 million acquisition
Google hardware team integration
Focals 1.0 discontinued
Focals 2.0 cancelled

Design Philosophy

Normal Glasses Appearance

Design priority:

Regular eyewear look
Fashion-acceptable
Multiple styles
Daily wearable

Retinal Projection

Display concept:

Holographic projector
Right eye only
Photopolymer reflector
Invisible to others

Custom Fitting

Personalization:

In-person fitting required
Face measurement
Custom manufacturing
Individual optimization

Ring Control

Input innovation:

Loop ring controller
Finger-worn
Joystick navigation
Discrete interaction

Display Technology

Holographic Projector

Display system:

Built into right temple
Retinal projection technology
Light projected onto retina
Raster graphics display

Photopolymer Film

Optical element:

Embedded in right lens
Tiny reflective square
Precise light reflection
Minimal visibility

Resolution

Display specifications:

Resolution: 110 × 110
Compact display area
HUD-style information
Glanceable content

Viewing Experience

Display perception:

Right eye visible only
Floating before eye
Private viewing
Contextual overlay

Loop Ring Controller

Ring Design

Input device:

Finger-worn controller
Bluetooth connected
Rechargeable
Discrete operation

Controls

Navigation:

Joystick input
Selection button
Menu navigation
Content scrolling

Interaction Model

Usage pattern:

Ring in pocket/on finger
Discrete control
No public gestures
Natural interaction

Features

Notifications

Alert system:

Phone notifications
Message preview
Email alerts
App notifications

Alexa Integration

Voice assistant:

Amazon Alexa built-in
Voice commands
Information queries
Smart home control

Navigation

Directions:

Turn-by-turn navigation
Walking directions
Google Maps integration
Heads-up guidance

Calendar

Schedule display:

Upcoming events
Meeting alerts
Day overview
Time management

Weather

Information display:

Current conditions
Forecast
Temperature
Quick glance info

Messaging

Communication:

SMS viewing
Message responses
Quick replies
Communication support

Physical Design

Weight

Lightweight design:

Weight: 65-80 grams
Varies by style
Varies by lens type
Comfortable wear

Frame Styles

Design options:

Round frames
Classic frames
Multiple colors
Fashion variety

Prescription Support

Vision correction:

Prescription available
Additional $200 cost
Custom lenses
Vision accessibility

IP55 Rating

Durability:

Dust resistant
Water spray resistant
Splash tolerance
Daily resilience

Custom Fitting Process

Showroom Requirement

Fitting model:

In-person visit required
Brooklyn, NY showroom
Toronto, Canada showroom
Later expanded locations

Face Measurement

Fitting process:

Detailed measurements
Face scanning
Pupil positioning
Custom specifications

Manufacturing

Production:

Individual production
Custom to measurements
2-3 week delivery
Unique per customer

Battery

Battery Life

Power specifications:

Claimed life: 18 hours
All-day capability
Extended use
Practical duration

Charging

Power system:

Proprietary charger
Overnight charging
Daily refresh
Standard use pattern

Connectivity

Bluetooth

Wireless connection:

Version: Bluetooth 4.2
Phone pairing
Loop ring connection
Data sync

Smartphone Companion

App requirement:

North companion app
iOS support
Android support
Feature configuration

Focals 2.0 (Cancelled)

Planned Features

Next generation:

Improved display
Better form factor
Enhanced features
Advanced technology

Cancellation

Project end:

Google acquisition
Development halted
Never released
Team reassigned

Comparison with Smart Glasses (2019 Era)

Feature	Focals by North	Google Glass EE	Vuzix Blade	Bose Frames
Type	Consumer AR	Enterprise AR	Consumer AR	Audio glasses
Display	Holographic retinal	Prism	Waveguide	None
Position	Normal glasses	Above eye	In lens	N/A
Controller	Loop ring	Touch/voice	Touch/voice	Touch
Camera	No	Yes	Yes	No
Battery	18 hours	8 hours	2-3 hours	3.5 hours
Weight	65-80g	51g	~90g	45g
Price	$599-$799	Enterprise only	$999	$199
Fitting	Custom required	Standard	Standard	Standard
Status	Discontinued	Discontinued	Active	Active

Strengths and Limitations

Strengths

Normal glasses appearance
18 hours battery life
Holographic retinal projection
IP55 water/dust resistant
Alexa voice integration
Loop ring controller (discrete input)
Prescription lens support
Custom fit optimization
Privacy (display invisible to others)

Limitations

Required in-person fitting
Limited showroom locations
Custom manufacturing delays
$599-$799 price point
110×110 small resolution
Monocular display only
No camera
North-specific ecosystem
Discontinued (Google acquisition)

Technical Specifications Summary

Specification	Details
Display	Holographic retinal projection
Resolution	110 × 110
Position	Right eye (embedded in lens)
Controller	Loop ring (finger-worn)
Battery	18 hours
Voice	Alexa integration
Weight	65-80g
Water Resistance	IP55
Connectivity	Bluetooth 4.2
Price	$599 ($799 with Rx)
Status	Discontinued (2020)

References