Meta Platforms has launched new AI-powered smart glasses at $299 through a partnership with EssilorLuxottica, cutting the price roughly in half compared to its previous Ray-Ban Display model. The move comes as Meta controls over three-quarters of the global smart glasses market and signals that price competition in the category is intensifying.
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Meta Platforms partnered with EssilorLuxottica to launch a new line of AI smart glasses priced at $299, a significant reduction from the previous Ray-Ban Display glasses which cost around $800. The new glasses, branded as Meta Glasses rather than Ray-Ban or Oakley, run on Muse Spark, a new chip from Meta's Superintelligence Labs, and come in rectangular and oval styles developed with Kylie Jenner.
Why it matters
Meta held a 76.1% share of global smart glasses shipments last year out of 9.6 million total units shipped, according to IDC. The lower price point may strengthen this dominant position and appears to have prompted rivals like Google and Apple to explore similar products.
What to watch
The $299 entry price is a key competitive lever. The glasses mark the debut of Muse Spark technology and represent Meta's first smart glasses without Ray-Ban or Oakley branding.
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