Meta unveils smart glasses starting at $299 as Zuckerberg pushes wearables

• Meta and EssilorLuxottica dominate the smart glasses market with over 80% share and millions of units sold since 2021
• The $299 Meta Glasses lack screens but feature cameras, speakers, and AI translation capabilities, positioning them as a stepping stone to more advanced $799 Ray-Ban Display glasses with built-in displays
• Competition is intensifying with Google partnering on Gemini AI-powered eyewear and Snap launching $2,195 Specs glasses

Meta Unveils $299 Smart Glasses in Aggressive Wearables Push

Meta announced Tuesday the launch of Meta Glasses, a new line of smart eyewear priced at $299—at least $80 cheaper than its entry-level second-generation Meta Ray-Ban glasses. The devices are developed in partnership with EssilorLuxottica but lack Ray-Ban or Oakley branding.

Key Product Features:

The Meta Glasses include a camera, personal speakers, and AI capabilities that allow users to translate, take photos, and interact with their surroundings. However, they do not feature a display screen. Meta also introduced three new designs and a charging stand. For consumers seeking advanced features, Meta offers Ray-Ban Display glasses at $799 with built-in screens.

Market Position:

Meta and EssilorLuxottica dominate the smart glasses market with over 80% market share, having sold millions of units since 2021. CEO Mark Zuckerberg has found greater success with smart glasses than with VR headsets, which were central to the company's metaverse strategy and 2021 name change.

Competitive Landscape:

Competition is intensifying in the wearables space. Google recently announced plans to develop computerized eyewear with Gemini AI in partnership with an unnamed collaborator. Snapchat launched Specs last week, priced at $2,195, which CEO Evan Spiegel positioned as premium smart glasses.

Strategic Implications:

Meta's aggressive pricing strategy signals its ambition to secure a dominant hardware platform position in the AI era. The lightweight glasses represent a stepping stone toward more advanced AR devices with display capabilities, positioning Meta to capture market share as consumer demand for augmented reality wearables grows.