Meta Launches Its First Self-Branded Smart Glasses, With Prices Starting at $299
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Meta on Tuesday unveiled two self-branded smart glasses — Adventurer and Fury — at a flat $299, undercutting its Ray-Ban collaboration by $80. This means → smart glasses are shifting from co-branded experiments to direct hardware competition among tech giants.
What does $299 get you?
Meta's first self-branded smart glasses come in two styles: Adventurer (slim rectangular frame) and Fury (thicker rectangular frame), both at $299 — $80 cheaper than last year's second-gen Ray-Ban Meta Wayfarer.
A third model, Starfire, designed with Kylie Jenner, costs $399 and features a slim oval frame aimed at younger female buyers.
All three ship with Meta's latest AI model, Muse Spark, integrating calls, music, and voice-based AI interaction.
Why not keep using the Ray-Ban name?
Meta wearables chief Alex Himel said the two companies studied many existing brands but never found one that truly fit the $299 price point — so they put Meta's own name on it.
In plain terms = Ray-Ban is a premium fashion label; forcing it down-market would damage the brand. A Meta house label lets the price drop without straining the partnership.
Production still comes from Ray-Ban's parent company EssilorLuxottica, with both logos on the temple and packaging — the partnership holds, but the branding is now tiered.
What does removing the camera signal?
Meta disclosed it is considering a camera-free version focused on calls, music, and voice AI interaction.
This means → Meta is probing an even lower price tier: dropping the camera cuts cost and frees up frame design.
This reflects Meta's bet that voice AI, not photo capture, is the everyday use case for smart glasses.
Apple enters next year — how does Meta see it?
Himel called Apple "a formidable competitor" whose hardware and design capabilities demand serious respect.
But he also criticized Apple's closed iOS system — this means → Meta glasses will struggle to match the deep iPhone integration Apple's own glasses can offer. Meta is structurally a "second-class citizen" inside Apple's ecosystem.
In plain terms = Apple's edge is not just better hardware — it can lock glasses and phone into one loop. Meta cannot do that, so it is racing ahead on low price and AI features instead.
Where does this competition stand now?
The smart-glasses market is moving fast from co-branded experiments to direct hardware rivalry: Meta pushes prices down with its own brand; Apple plans a self-developed product next year.
Himel said: "The bigger the market, the more we can offer different products for different people."
This reflects Meta's playbook — build volume first, grow the category, then defend share with a diversified product line — a direct contrast to Apple's premium-first approach.
Content is for reference only, not financial advice.