Meta debuts new, cheaper smart glasses under its own brand

What happened

Meta on June 23 launched a new 'Meta Glasses' smart-eyewear line starting at $299. The glasses include a multimodal Meta AI assistant that can read surroundings and answer in real time.

Context and impact

Meta's first smart glasses without Ray-Ban branding — the company is decoupling its eyewear line from Luxottica. The $299 price undercuts mass-market thresholds (Ray-Ban Meta starts at $379). Competition is fierce: Snap Specs ($2195 high-end), Apple Vision Pro, Google Android XR. AI features are powered by Llama 4 multimodal.

Details

• Price: from $299 (vs. $379 for Ray-Ban Meta)
• AI features: visual Q&A, real-time helper, daily agenda
• No Ray-Ban / Luxottica branding
• Competition: Snap Specs $2195, Apple Vision Pro, Android XR
• Distribution: direct Meta, U.S. carriers