Meta today unveiled a new line of smart glasses called Meta Glasses, starting at $299. Built in partnership with EssilorLuxottica, these devices lack the Ray-Ban or Oakley branding that marked previous models, signaling a strategic push to establish Meta's own brand in the wearable space.
Competitive price and EssilorLuxottica partnership
The Meta Glasses are available in several countries starting today, in a variety of color and lens combinations. According to Counterpoint Research, Meta and EssilorLuxottica jointly hold over 80% of the smart glasses market share, making this partnership a dominant force. At $299, the glasses are far more affordable than rival products like Snap's Specs, which launched at $2,195 just a week earlier.
Display-less design with camera and AI assistant
The Meta Glasses do not feature a screen but include a camera and personal speakers. A dedicated button triggers the Meta AI assistant by default, or it can be customized to launch a specific feature. Meta AI can answer questions about sports scores, local restaurants, understand what the user sees, and assist with daily tasks. Upcoming features include pedestrian navigation with turn-by-turn directions.
Sponsored Protocol
Impressive battery life and frame options
Meta claims over eight hours of battery life for the glasses, with a portable charging case providing up to 40 additional hours. Three frame styles are available: the rectangular Meta Adventurer in standard and large sizes, the boxier Meta Fury for a classic men's look, and the Meta Glasses by Kylie, a slim oval frame designed with American model Kylie Jenner.
Sponsored Protocol
Multilingual support and live translation
Live translation will soon support 14 new languages, including Japanese, Mandarin Chinese, Hindi, and Korean. This expands the glasses' usability globally. For developers building AI solutions, a reliable data delivery layer is critical, as highlighted in the article on F5 and production AI, a key concern to avoid pipeline failures in AI applications.
The Meta Glasses mark a significant step in Meta's wearable strategy. With an accessible price and advanced AI features, they could reshape the consumer smart glasses market. For more background on the technology, see the Wikipedia page on smart glasses.
Source: https://techcrunch.com/2026/06/23/meta-debuts-new-cheaper-smart-glasses-under-its-own-brand
