Meta has launched a new line of AI-powered smart glasses priced at $299, expanding its wearable technology portfolio as competition in the smart glasses market continues to grow.
The new glasses, unveiled on Tuesday, were developed in partnership with eyewear manufacturer EssilorLuxottica but will not carry the company’s popular Ray-Ban or Oakley branding, marking a departure from Meta’s previous smart eyewear offerings.
The latest product will be available at a starting price of $299, making it more affordable than Meta’s Ray-Ban smart glasses, which currently start at $379.
Meta’s smart glasses allow users to capture photos and videos, listen to music, make phone calls and interact with an integrated artificial intelligence assistant. The device also supports live translation capabilities and several AI-powered features designed to enhance user experiences.
According to Meta, the new glasses will support live translation in 14 additional languages while leveraging the company’s proprietary artificial intelligence models to power a range of photo, video and voice-enabled functions.
Speaking about the launch, Meta Vice President of Wearables, Alex Himel, said the company identified a need for a more affordable smart glasses option within its product lineup.
“We just feel like we need to have a pair of glasses at a lower price point, and we were trying to figure out what could work there,” Himel said in an interview with The Verge.
Meta has steadily expanded its presence in the smart eyewear market in recent years through collaborations with EssilorLuxottica.
In addition to its Ray-Ban smart glasses, the company also offers Oakley-branded smart glasses, with entry-level models starting at $399. Its premium Meta Ray-Ban Display glasses retail for approximately $800.
The launch comes as competition in the AI-powered wearable technology sector continues to intensify.
Earlier this month, Snap Inc., the parent company of Snapchat, unveiled a new generation of smart glasses known as Specs.
Unlike Meta’s current offerings, Snap’s Specs are designed to provide a full augmented reality experience, enabling users to view and interact with digital content overlaid on the physical environment.
The company said users will be able to operate the glasses without connecting them to a smartphone, a feature that could appeal to consumers seeking a more independent wearable experience.
However, the advanced functionality comes at a significantly higher price point, with Specs expected to launch later this year for $2,195.
Meanwhile, Apple Inc. is also reportedly preparing to enter the smart glasses market, with industry reports suggesting the company could launch its own wearable eyewear device in 2027.
Apple previously introduced the Apple Vision Pro headset at a starting price of $3,499. Although the device generated significant attention upon launch, reports indicate that consumer adoption has been slower than expected.
Industry analysts believe the growing interest in smart glasses reflects increasing demand for wearable devices that combine artificial intelligence, communication tools and augmented reality capabilities in lightweight and accessible formats.
With its latest lower-priced offering, Meta appears to be targeting a broader consumer audience while strengthening its leadership position in the rapidly evolving smart wearable technology market.
The move is expected to intensify competition among major technology companies as they race to establish dominance in what many view as the next major computing platform beyond smartphones.
