Friend AI pendant returns at $249, adds voice—double the original price

Friend's relaunch comes against the backdrop of significant public resistance to the company's original product and marketing approach. The startup had burned through $1.8 million（約2.9億円） of its $2.5 million（約4億円） in funding to acquire the domain friend.com and spent heavily on advertisements throughout the New York City subway system. This aggressive promotion prompted a large protest nine months prior, where demonstrators gathered to voice concerns about growing dependence on technology, with Friend as the obvious focal point of their message. Notably, founder Avi Schiffmann not only acknowledged the protest but appeared at it himself, suggesting some awareness of the criticism.

The relaunch strategy appears to lean further into the product's capabilities rather than address the underlying concerns that sparked the protest. By adding a speaker—transforming the pendant from a text-based interface to a voice-enabled one—and introducing a subscription tier, Friend is positioning itself as a more intimate companion device. However, the doubled price point and new recurring fee structure may face skepticism from consumers who have already seen the company's contentious path to market.