Meta Stock: New $299 Smart Glasses Take Aim at Apple Before It Even Launches

TLDR

• Meta launched new AI smart glasses starting at $299, at least $80 cheaper than entry-level Ray-Ban Meta glasses
• The new lineup includes the Adventurer, Fury, and a $399 Starfire model co-created with Kylie Jenner
• Glasses are built with EssilorLuxottica but carry no Ray-Ban or Oakley branding
• A camera-free, lower-cost version is being considered for audio-only use cases
• The launch comes ahead of Apple’s planned smart glasses debut next year

Meta launched a new line of AI-powered smart glasses Tuesday under its own brand name, priced starting at $299. That’s at least $80 less than the second-generation Ray-Ban Meta Wayfarer launched last year.

The new lineup includes two base models — the Adventurer and the Fury — both at $299. Meta also dropped a $399 Starfire model, designed with Kylie Jenner and aimed at a younger, fashion-focused audience.

META stock was roughly flat on the news, up just 0.08% on the day.

Meta Platforms, Inc., META

The glasses are made in partnership with EssilorLuxottica, the parent company of Ray-Ban and Oakley. However, unlike previous Meta glasses, these carry no Ray-Ban or Oakley branding — just Meta’s own label on the temple arms and packaging.

The move represents a shift in Meta’s hardware strategy. Rather than building on top of established eyewear brands, it’s now betting on its own name at a lower price point.

Alex Himel, who heads Meta’s wearables unit, said the new line responds to demand for “a more accessible price point.” The decision to position Meta below Ray-Ban Meta and Oakley Meta in the pricing tier came after a joint review with EssilorLuxottica.

The glasses don’t include a screen. They feature a camera, built-in speakers, and Meta’s new AI model, Muse Spark. Users can speak to the AI to translate languages, identify surroundings, or capture photos and videos.

A new adjustment feature lets users manually set the nose pad width across three levels — a small but practical hardware upgrade from previous models.

Positioning Below Ray-Ban, Above Nothing

Meta and EssilorLuxottica currently hold over 80% of the smart glasses market. Millions of units have sold since the original Ray-Ban Meta glasses launched in 2021.

The Adventurer model features a rectangular thin-framed design, similar to classic Wayfarers, and comes in regular and large sizing. The Fury has thicker frames. The Kylie Jenner Starfire takes a slimmer oval shape. All models come in multiple colors and support prescription lenses.

Meta is also considering a camera-free version focused purely on audio — phone calls, music playback, and AI interaction. Removing the camera could bring costs down further and open up new frame styles.

Competition Is Catching Up

The competitive landscape is moving fast. Google announced last month it’s building smart glasses with Warby Parker, powered by its Gemini AI model. Snap unveiled its Specs last week — priced at $2,195 and positioned by CEO Evan Spiegel as a smartphone successor.

Apple is expected to enter the market next year with its own smart glasses offering.

Meta also showed a $799 Ray-Ban Display model last year, which includes a built-in lens display. That product sits at the premium end of Meta’s growing hardware lineup.

The new Meta Glasses are available in several lens options, including transition, polarized, and clear, and are compatible with prescription lenses.

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