On Tuesday, Meta unveiled a new line of smart glasses priced at $299, significantly lower than the previous entry-level model, the second-generation Meta Ray-Ban glasses, which retailed for $80 more. This launch is part of CEO Mark Zuckerberg's broader strategy to expand into wearables, particularly as consumer interest in augmented reality devices rises.
The new glasses, developed in collaboration with EssilorLuxottica, the parent company of Ray-Ban, feature a camera and personal speakers but do not include the Ray-Ban or Oakley branding. Despite lacking a display, these glasses allow users to interact with Meta's AI for translation and photography, positioning them as a precursor to more advanced models with integrated screens.
Meta and EssilorLuxottica currently dominate the smart glasses market with over 80% market share and millions of units sold since their initial launch in 2021. The smart glasses market remains relatively small, but competition is heating up, with Google and Snap also announcing new products in this space.
Notably, Zuckerberg has found greater success with smart glasses compared to virtual reality headsets, which have struggled to gain mainstream traction. This shift towards wearables aligns with Meta's goal of establishing a hardware platform for the emerging artificial intelligence landscape