Friend AI Pendant Now Talks Back, Price Jumps to $249

Friend's second iteration represents a move toward more immersive AI companionship, shifting from silent notification-based interaction to always-present voice dialogue. The price increase from $129 to $249 signals confidence in demand despite widespread public skepticism—Schiffmann's earlier subway ad campaign in major U.S. cities and Paris in 2025–early 2026 triggered significant protest and graffiti, with critics arguing the device threatens human connection and dignity. Yet Schiffmann frames this controversy as deliberately crafted and part of a larger artistic vision. He has explicitly shown users from isolated areas rather than productivity-focused professionals, suggesting the device targets emotional rather than functional needs.

The product's trajectory sits at an intersection of genuine commerce and provocative messaging. Schiffmann achieved his initial sales target of 5,000 units and now aims for 50,000—suggesting real market demand despite the criticism. At the same time, his focus on filmmaking, his choice to feature "lonely weirdos" in marketing videos, and his framing of Friend as an expression of his own character suggest the product may be as much a vehicle for artistic and cultural commentary as it is a straightforward tech business. The regulatory exit from the EU indicates real constraints: GDPR compliance is expensive enough to make that market unviable. Meanwhile, the planned accessory collection and the $1.8 million domain acquisition show infrastructure investment aimed at sustained operation rather than a temporary stunt.