Meta launches $299 AI glasses, undercutting Ray-Ban partnership

Meta introduced its first fully in-house AI smart glasses on Tuesday, marking a strategic shift from its previous co-branded approach with EssilorLuxottica and betting that a lower price point will accelerate adoption.

The new Meta Glasses will retail for $299, undercutting the company's existing Ray-Ban smart glasses that start at $379. Meta continues to partner with EssilorLuxottica on components like lenses and will keep selling Ray-Ban and Oakley models, but the new frames represent the company's first attempt to design wearables independently.

"You really want to be able to be in many places in the market, so reaching people isn't just about even design and style, it's also about the price point," Andrew Bosworth, Meta's chief technology officer, said during a press event on Monday, according to CNN.

Three styles, familiar features

The glasses come in three frame designs: Adventurer (small), Fury (larger and rounder), and a collaboration with Kylie Jenner called Meta Glasses by Kylie. The Jenner edition includes custom audio chimes and an AI voice option modeled on her actual voice.

Functionality mirrors Meta's existing smart glasses. The devices can play music, translate languages, and answer questions about surroundings by capturing images through built-in cameras. Meta claims its new Muse Spark AI model improves photo detail extraction and remembers user preferences better than previous versions.

During CNN's hands-on testing at the launch event, the glasses estimated calories in a bowl of strawberries, translated Arabic signage to English, suggested nearby museums, and correctly identified fake cherries as props.

Why it matters

Meta's pricing strategy addresses a fundamental barrier in the smart glasses market: consumer skepticism about value. As Runar Bjorhovde, an analyst at Omdia, told CNN, wearable makers still struggle to prove these devices offer capabilities smartphones cannot match. Lower prices may help Meta capture users willing to experiment but unwilling to pay premium rates—critical as the company seeks to justify massive AI investments through product adoption rather than just infrastructure spending. With Google and Samsung launching competing glasses later this year, Meta's head start in market share (69.2% in Q1 2026) depends on converting curiosity into daily use.

Market momentum and mounting competition

Smart glasses shipments surged 167% in the first quarter of 2026 compared to the same period in 2025, according to International Data Corporation. Meta dominates with nearly 70% market share, and CEO Mark Zuckerberg reported in April that daily active users of Meta's glasses have tripled year-over-year.

But competitive pressure is building. Google and Samsung are collaborating on AI glasses launching later this year with similar functionality. OpenAI is also developing hardware. Google enters with a significant advantage: Gemini AI already integrates with email, photos, search, and calendars for billions of users. Pew Research data shows ChatGPT reaches 44% of American adults, Gemini 24%, and Meta AI just 14%.

Average selling prices for smart glasses are projected to drop from $376 in 2026 to $229 by 2030, according to IDC, potentially expanding the addressable market.

Privacy concerns persist

Meta continues to face scrutiny over recording capabilities. CNN reported earlier this year that some users filmed women without consent and posted the footage online. All Meta glasses include an LED indicator when recording, and the camera won't function if the light is obstructed, according to the company's website.

"It is a cat and mouse game with people who are bad actors," Bosworth acknowledged at Monday's event. "We try to make sure that we're doing everything we can generationally to continue to improve, making sure that light is the indicator that bystanders can rely on."

Meta's previous hardware ventures—co-branded smartphones, smart home devices, and VR headsets—have struggled to gain consumer traction. The company now hopes smart glasses can become as ubiquitous as smartwatches, potentially giving Meta AI a significant boost against ChatGPT and Gemini since users primarily interact with the glasses through voice commands.

Bosworth hinted at broader ambitions beyond eyewear: "The design team is absolutely captivated by this question: What are the other ways that we can deliver this capability to people who don't want to have glasses?"

CNN first reported these details on June 23, 2026.