Meta (META) Unveils $299 Smart Glasses, Targets AI Hardware Market

Meta Platforms (META) launched new entry-level "Meta Glasses" on Tuesday, June 23, 2026, priced from $299. Developed with EssilorLuxottica, the new smart glasses are $80 cheaper than the second-generation Ray-Ban Meta, removing brand logos for a Meta-branded design. This strategic move aims to aggressively capture market share in the burgeoning AI hardware sector. The Meta Glasses lack a display but feature an integrated camera and speakers, enabling users to activate Meta AI via voice for real-time translation, scene recognition, and media capture. Designed for lightweight comfort, this release is an important step towards future high-end AR glasses with integrated displays and independent computing. Meta, alongside EssilorLuxottica, holds over 80% of the consumer smart glasses market, with millions of units sold since 2021, outperforming VR headsets. CEO Mark Zuckerberg's strategy focuses on securing a "personal hardware traffic entry point" in the AI era, amidst rising competition from Google and Snap.