Meta launches three new proprietary AI smart glasses, starting at $299 to capture the market, AR glasses are also coming soon

Meta Debuts Its Own Brand Smart Glasses Adventurer and Fury at $299—$80 Cheaper Than Ray-Ban Meta; Also Launches the Kylie Jenner Collaboration Starfire Model at $399, Built-in with the Muse Spark AI Model, Ready to Use.
(Background recap: Say goodbye to Llama! Meta Launches the New Multimodal AI Model “Muse Spark,” Fully Rolling Out Across IG, FB, and Smart Glasses)
(Background addition: Meta Has Started Testing an “AI Necklace,” Aiming to Ship Tens of Millions of Wearable Devices in the Second Half of the Year)

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• Own brand: ODM/OEM or EssilorLuxottica
• $299 vs $2,195
• Next Step: AR Is the Endgame

With a market share of 69.2% and a year-over-year shipment increase of 167%, Meta is virtually unrivaled in the smart glasses space. On Tuesday, the company officially unveiled its first own-brand smart glasses: Adventurer and Fury, priced at $299 each—$80 less than the second-generation Ray-Ban Meta Wayfarer that was announced last year.

The Starfire model, a Kylie Jenner collaboration that also debuted alongside them, is priced at $399 and targets the young women’s market, featuring a voice-based AI voice assistant built in. Across the three glasses, there are 26 style-and-color combinations in total, with the entire lineup packaged to have Meta’s newly launched multimodal AI model, Muse Spark, installed and ready to go right out of the box.

Own brand: ODM/OEM or EssilorLuxottica

Meta handles the design, while manufacturing is handled by partner EssilorLuxottica (the parent company of Ray-Ban and Oakley). On the inside of the new glasses’ temple arms and on the packaging, both parties’ brand logos are printed.

Alex Himel, Head of Meta’s Wearables business, explained the brand logic: “We studied different combinations of brands together and tried to find which one worked. In the end, we couldn’t find one that did, so we decided: Ray-Ban Meta is here, Oakley Meta is here, and Meta itself is at the bottom.”

In other words, Meta’s brand matrix now forms three layers: Ray-Ban Meta focuses on fashion premium positioning, Oakley Meta takes the sports route, and Meta’s own-brand models are responsible for holding the entry-level price tier. This is a clear channel-segmentation strategy, not an accident.

On hardware functionality, the new models are broadly the same as existing Meta smart glasses: no screens, and support for AI voice control. One new feature is the ability to manually adjust the width of the nose pads, with three settings to address prior issues with fit, and it also supports prescription lenses.

$299 vs $2,195

Meta’s $299 price is in stark contrast to other competitors in the market in the same period.

Snap’s earlier released AR glasses Specs are priced at $2,195, which is 7.3 times the cost of Meta’s entry-level model. Google, in partnership with Samsung, will release audio glasses this fall, also aimed at the mass market. Apple, meanwhile, is expected to formally launch smart glasses only next year.

In simple terms: Snap is betting on high-end AR, Google is following behind Meta to capture the mass market, and Apple has yet to show up—so Meta is taking advantage of this window to fill the entire market first with multiple brands at multiple price points.

Meta also revealed that it is evaluating the launch of a “lensless version,” keeping only the microphone and audio functions, and focusing on calls, media playback, and AI voice interactions. A lensless version could further lower costs and open up more space for frame design. While facial recognition has been explored, Himel said that privacy and social impact considerations are still being clarified, and “it has not yet entered an active development stage.”

Next Step: AR Is the Endgame

Two years ago, Meta demonstrated an AR glasses prototype. According to a previous report by Bloomberg, the consumer version could be released as early as next year. From the $299 entry-level model to future AR glasses, Meta is laying out a complete path—from “AI you can hear” to “AI you can see.”

In the wearables battlefield of 2026, Meta has chosen to lower the floor before Apple enters.