Google is ending sales of its Google Glass eyewear.
The wearable technology, which delivers messages, news and calls directly to a user's field of view, has been available to buy in the UK since June.
However, it is understood Google's Explorer programme, which gave people the chance to purchase Glass for around €1,300, is being closed to allow the US firm to focus on future versions of the eyewear.
A Google spokeswoman declined to comment.
According to reports, the search engine giant will stop taking orders for the product next week.
It is believed Google's Glass team will move out of the Google X division and become a separate undertaking, under its current manager Ivy Ross.
She and the Glass team will report to Tony Fadell, the chief executive of the home automation business Nest, acquired by Google a year ago.
Glass is a result of the mysterious Google X lab, where staff are encouraged to use "moonshot thinking" in order to create new products.
Other items to come from the lab include smart contact lens that can monitor insulin in the tear ducts, and the self-driving car.
Several major companies have tested Glass, with airline Virgin Atlantic using the device with their upper class passengers to manage flight details and organise transfers.
