Meta is branching out on its own from Ray-Ban with its own smart glasses

After popularizing smart glasses through its partnership with Ray-Ban, Meta is taking the next step. The American tech giant is now launching its own frames under the Meta Glasses brand – lighter, more affordable, and designed to appeal to a broader audience. This development underscores Mark Zuckerberg’s commitment to making smart glasses the next everyday tech item.

From Ray-Ban to Meta: A Shift in Strategy

Since 2021, Meta and EssilorLuxottica have enjoyed growing success with Ray-Ban Meta glasses, which combine traditional design with a built-in camera, speakers, and artificial intelligence. This partnership has enabled Meta to establish itself as the global leader in smart glasses, accounting for more than 76% of market sales according to several industry estimates.

However, the American company is not turning its back on Ray-Ban. The new Meta Glasses continue to be manufactured by EssilorLuxottica but are marketed exclusively under the Meta brand. This is a way for the company to strengthen its identity in the connected devices market while expanding its product offerings.

More Affordable and Lighter Glasses

The new line starts at $299, a price point significantly lower than that of some recent generations of Ray-Ban Meta. Three models are available: Adventurer, Fury, and a more fashion-forward version developed with Kylie Jenner.

The frames feature comfort enhancements, including adjustable temples, customizable nose pads, and a claimed battery life of over eight hours. They also include a 12-megapixel camera, six microphones, open-ear speakers, and the Meta AI assistant, which can interact with the user based on what it sees or hears.

The battle for smart glasses is heating up

Beyond the product itself, this announcement confirms Meta’s ambition to make smart glasses the next mainstream computing platform. Mark Zuckerberg views these devices as one of the primary gateways to personal artificial intelligence, designed to accompany users throughout the day.

This acceleration comes as competition intensifies. Google is ramping up its efforts in embedded AI, Apple is preparing to enter the market, and Snap has just unveiled a new generation of smart glasses.

For Meta, the challenge now is to move beyond the status of a mere tech gadget. By gradually moving away from its reliance on iconic brands like Ray-Ban, the company seeks to establish its own vision of an accessory that is at once technological, functional, and desirable. This ambition could redefine the boundaries between fashion, luxury, and artificial intelligence in the years to come.