Overview
- Meta launched the Meta Glasses collection on June 23 with a $299 entry price to broaden reach beyond its higher‑priced Ray‑Ban and Oakley models.
- The frames were designed inside Meta and are the first Meta‑branded pairs sold without Ray‑Ban or Oakley labels while EssilorLuxottica continues to manufacture them.
- New functionality includes a dedicated Meta AI button, live translation in 14 languages, and a $399 Kylie Jenner edition that can swap the standard assistant voice for an AI‑generated Jenner voice.
- Industry research from firms such as Counterpoint and IDC shows Meta and EssilorLuxottica control a large share of the displayless smart‑glasses market, and rivals including Google, Snap, Samsung and reported Apple projects are developing competing devices.
- Meta frames the move as a volume‑first business decision to turn smart glasses into a daily channel for its AI services, a strategy that tracks analyst forecasts for falling average prices and could make wearable AI more common for consumers.