Meta (META) Unveils $299 Smart Glasses, Undercutting Ray-Ban Line Before Apple Arrives

Key Highlights

• Meta unveiled AI-equipped smart glasses beginning at $299, undercutting Ray-Ban Meta’s entry price by a minimum of $80
• Three models debuted: Adventurer, Fury (both $299), and Starfire ($399) developed with Kylie Jenner
• Products manufactured with EssilorLuxottica but branded exclusively with Meta’s name, removing Ray-Ban and Oakley logos
• Company exploring camera-less variant focused on audio functionality at even lower prices
• Strategic release precedes Apple’s anticipated smart glasses introduction in 2026

Meta introduced a fresh collection of AI-enabled smart glasses on Tuesday carrying exclusively the company’s branding, with pricing beginning at $299. This marks a significant discount of at least $80 compared to the second-generation Ray-Ban Meta Wayfarer that debuted in the previous year.

The collection features two entry-level options — the Adventurer and Fury models — each priced at $299. Additionally, Meta released the Starfire edition at $399, created in collaboration with Kylie Jenner and targeted toward younger consumers seeking stylish tech.

META shares showed minimal reaction to the announcement, climbing a modest 0.08% during trading.

Meta Platforms, Inc., META

The eyewear is manufactured through Meta’s collaboration with EssilorLuxottica, which owns both Ray-Ban and Oakley brands. But in a notable departure from earlier releases, these glasses display only Meta’s branding on the temple arms and product packaging, eliminating the Ray-Ban or Oakley names entirely.

This signals an evolution in Meta’s approach to hardware development. Instead of leveraging well-known eyewear brands, the company is now staking its reputation on its own identity while offering more competitive pricing.

Alex Himel, who oversees Meta’s wearables division, explained that the new collection addresses consumer requests for “a more accessible price point.” The strategic decision to price Meta-branded glasses below both Ray-Ban Meta and Oakley Meta options emerged from collaborative discussions with EssilorLuxottica.

These glasses don’t incorporate display screens. Instead, they pack a camera, integrated audio speakers, and Meta’s latest AI model called Muse Spark. Wearers can engage with the AI assistant through voice commands for language translation, environmental recognition, or capturing photos and videos.

An innovative adjustment mechanism allows users to customize nose pad width across three settings — a modest yet functional hardware enhancement compared to earlier generations.

Carving Out Market Position Between Premium and Entry-Level

Meta and EssilorLuxottica collectively command more than 80% of the smart glasses sector. The companies have moved millions of units since the original Ray-Ban Meta glasses hit shelves in 2021.

The Adventurer design showcases a rectangular, slim-framed aesthetic reminiscent of traditional Wayfarers, available in standard and large sizes. The Fury sports heavier frames for a bolder look. The Kylie Jenner Starfire adopts a more delicate oval silhouette. Every model offers multiple color choices and prescription lens compatibility.

Meta is evaluating a camera-free variant concentrated solely on audio capabilities — handling phone calls, music streaming, and AI conversations. Eliminating the camera component could further reduce manufacturing costs and enable additional frame design possibilities.

Rivals Accelerate Market Push

The competitive environment is intensifying rapidly. Google revealed plans last month to develop smart glasses alongside Warby Parker, utilizing its Gemini AI platform. Snap introduced its Specs product last week — carrying a $2,195 price tag and described by CEO Evan Spiegel as a potential smartphone replacement.

Apple is widely anticipated to launch its own smart glasses product next year.

Meta also previewed a $799 Ray-Ban Display version last year, which incorporates an integrated lens display system. That device occupies the premium segment of Meta’s expanding hardware portfolio.

The newly released Meta Glasses come with various lens configurations, including transition, polarized, and clear options, all supporting prescription lens customization.

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