MENLO PARK — Meta Platforms Inc. announced Tuesday a new line of lower-cost AI-powered smart glasses under its own brand, starting at $299, as the company seeks to expand consumer adoption beyond its higher-priced Ray-Ban models.
The new Meta Glasses, developed in partnership with EssilorLuxottica, feature a 12-megapixel camera, open-ear speakers, and integration with Meta AI for hands-free tasks such as answering queries and sharing content to Instagram or WhatsApp, the company said.
Priced about $80 less than entry-level second-generation Ray-Ban Meta models, the glasses come in three frame shapes, including an Adventurer and Fury style, plus a $399 limited-edition Starfire design co-created with Kylie Jenner. They offer prescription lens compatibility and more than eight hours of battery life, according to product details released by Meta.
The announcement builds on Meta’s existing Ray-Ban Meta smart glasses, of which more than seven million pairs have sold since their introduction in 2023. The new models drop the Ray-Ban branding while retaining core AI and camera capabilities, aiming to broaden appeal in a growing wearables market.
Meta CEO Mark Zuckerberg has described smart glasses as a major future computing platform. In previous statements, he noted that billions of people wear glasses or contacts, positioning AI glasses as a natural evolution similar to the shift from feature phones to smartphones.
The devices include safeguards around the camera, with no facial recognition capabilities, Meta said. Privacy advocates have raised concerns about always-on recording features in wearable cameras, though the company has emphasized user controls and notifications.
Industry analysts expect the average selling price of smart glasses to decline as production scales and competition increases from rivals including companies offering alternatives in the $200–$400 range. Meta’s move follows successful sales of its Ray-Ban partnership line and comes amid broader industry efforts to make AI wearables more accessible.
Jenner described the Starfire edition as “a new way to see and share your world,” in a statement released with the announcement.
As of Tuesday, the new Meta Glasses were available for pre-order or purchase through Meta’s channels and select retailers, with shipments expected in the coming weeks. The company continues to develop additional models and features, including potential navigation enhancements.
