Meta announces new smart glasses starting at $299, as Zuckerberg keeps pushing wearables

In a bold move to capture the growing wearables market, Meta has unveiled a new pair of smart glasses priced at $299, significantly lower than the entry-level second-generation Meta Ray-Ban glasses, which retail for at least $80 more. This announcement comes as CEO Mark Zuckerberg continues to champion the integration of technology into everyday eyewear. Developed in collaboration with EssilorLuxottica, the parent company of Ray-Ban, these new smart glasses feature innovative designs but do not carry the Ray-Ban or Oakley branding. As the demand for augmented reality devices increases, Meta is positioning its glasses as a must-have for consumers. Despite the current small size of the smart glasses market, Meta and EssilorLuxottica hold a commanding lead with over 80% market share and millions of units sold since the initial launch in 2021. While these glasses do not include a display, they are equipped with a camera and personal speakers, allowing users to engage with Meta's AI for real-time translations and contextual understanding of their surroundings. Users can also capture photos and videos effortlessly. Meta executives view these lightweight smart glasses as a stepping stone toward more advanced technology that may incorporate display screens and enhanced computing capabilities. Last year, Meta introduced the Ray-Ban Display glasses, which come with a built-in screen and are priced at $799. Zuckerberg's venture into smart glasses has proven more fruitful than his efforts in the virtual reality sector, which remains largely niche and primarily appeals to gamers. As Zuckerberg aims to establish a dominant hardware platform for the emerging artificial intelligence landscape, the competition in the smart glasses sector is heating up. Just last month, Google announced its plans to develop new smart eyewear in collaboration with Warby Parker, utilizing its Gemini AI model. Meanwhile, Snap has launched its own pair of smart glasses priced at $2,195, which CEO Evan Spiegel claims will be the next evolution beyond smartphones. Meta's latest offering includes three new designs and a new charging stand, reinforcing its commitment to advancing smart eyewear technology.