Meta launches cheaper smart glasses under own brand
Original: Meta debuts new, cheaper smart glasses under its own brand
Why This Matters
Signals Meta's competitive positioning in smart glasses with aggressive pricing against Snap's premium offering.
Meta unveiled Meta Glasses starting at $299 on June 23, 2026, in partnership with EssilorLuxottica. The display-less glasses feature cameras, speakers, and Meta AI integration, offering 8+ hours battery life with 40-hour charging case support.
Meta introduced a new line of smart glasses called Meta Glasses, priced starting at $299, marking the company's push into the wearables market under its own branding rather than through Ray-Ban or Oakley partnerships. The glasses are co-developed with EssilorLuxottica and available in multiple countries as of June 23, 2026. Meta and EssilorLuxottica control over 80% of the smart glasses market share, according to Counterpoint Research. The Meta Glasses feature a camera and personal speakers but no display screen. A dedicated button triggers the Meta AI assistant by default, customizable for other features. Battery life reaches over eight hours, with the charging case providing up to 40 additional hours. Three frame styles are offered: Meta Adventurer (rectangular, standard and large sizes), Meta Fury (boxy men's style), and Meta Glasses by Kylie (slim oval frame designed with model Kylie Jenner). The Meta AI assistant provides sports scores, restaurant recommendations, visual understanding, and daily life management. Upcoming features include pedestrian navigation for walking directions and support for 14 new languages in live translation, including Japanese, Chinese Mandarin, Hindi, and Korean. The launch follows Snap's unveiling of Specs smart glasses at $2,195.