Meta introduces its own line of smart glasses priced at $299, moving away from the Ray-Ban branding.

Meta introduces its own line of smart glasses priced at $299, moving away from the Ray-Ban branding.

      TL;DR: Meta has introduced $299 smart glasses under its own brand, featuring 12MP camera and AI capabilities, comparable to the Ray-Ban Meta Gen 2 priced at $359 but lacking the Ray-Ban branding. The Adventurer and Fury models are available now, while the Starfire model, created in partnership with Kylie Jenner, retails for $399 and offers a unique frame design. This development marks Meta's shift towards direct control over its glasses' pricing and marketing, moving away from exclusive reliance on EssilorLuxottica's Ray-Ban brand.

      The glasses share core features like a 12MP ultrawide camera, 3K video recording, and a five-microphone array for voice commands. They boast over eight hours of battery life, expandable to around 40 hours with a charging case, and come in 26 color and lens options across three styles. Meta's AI functionality, powered by the Muse Spark model, enables voice queries, object recognition, and real-time translation in 20 languages, with future updates promising pedestrian navigation.

      Meta's glasses are strategically priced to differentiate from Snap's $2,195 augmented reality headset, indicating differing approaches to wearables – Meta prioritizing accessibility and Snap focusing on advanced capabilities. The smart glasses market has surged, with EssilorLuxottica selling seven million AI-integrated glasses in 2025, and the two companies together commanding approximately 82% of the global market.

      Collaborating with Kylie Jenner for the Starfire model aims to present smart glasses as fashionable accessories rather than mere tech gadgets, leveraging influencer marketing to appeal to a broader audience. While no significant technical improvements distinguish the Meta Glasses from the Ray-Ban Meta Gen 2, the focus on branding and price suggests Meta's confidence in their technology's maturity. The glasses are available for global shipping today, although specific combinations of frames and lenses may vary by retailer, and no sales targets were disclosed.

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Meta introduces its own line of smart glasses priced at $299, moving away from the Ray-Ban branding.

Meta launches $299 smart glasses featuring a 12MP camera, 3K video, and Muse Spark AI, while maintaining its partnership with EssilorLuxottica.