Meta launches affordable smart glasses! Priced under $300, with AI contemplation mode to help solve your problems.

Meta launches its first branded smart glasses to expand the market. The new lineup includes three models starting at $299, and features the latest AI model built in for visual perception capabilities.

On June 23, Meta announced the launch of its first smart glasses under the "Meta" brand, moving away from its long-standing Ray-Ban collaboration strategy to try to reach a broader market with lower prices.

Three new models: Adventurer, a daily square-frame option; Fury, a sporty style with a slightly thicker frame. Both are priced at $299 (approximately NT$9,500), $80 cheaper than the current second-generation Ray-Ban Meta Wayfarer at $379.

Source: Meta Adventurer, a daily square-frame model.

Source: Meta Fury, a sporty style with a slightly thicker frame.

The Kylie Jenner collaboration model, Meta Glasses by Kylie (some media call it Starfire Kylie Edition), costs $399 (approximately NT$12,600). It features a slim oval frame, a charging case with a built-in small mirror, and offers a Kylie voice option.

Source: Meta Glasses by Kylie, the Kylie Jenner collaboration model.

All three glasses are manufactured by EssilorLuxottica (parent company of Ray-Ban and Oakley), with its trademark and the Meta logo printed side by side on the inside of the temples and on the packaging.

Equipped with the first Muse Spark model

On the hardware side, the three new glasses have built-in microphones, speakers, and a camera. The glasses themselves offer over 8 hours of battery life, with the charging case providing an additional ~40 hours. On the software side, Meta has integrated its Superintelligence Labs' first AI model, Muse Spark, into all new hardware, ready to use out of the box.

Once users put on the smart glasses, they can directly experience advanced AI visual perception and reasoning capabilities. For example, when looking at a malfunctioning appliance, Muse Spark can combine the images captured by the glasses' camera, using its object recognition and spatial positioning capabilities to guide troubleshooting in real time with dynamic annotations.

For extremely complex logical or visual STEM problems, Muse Spark can also activate a "Contemplating mode." In this mode, the system coordinates multiple AI agents for parallel reasoning to provide answers.

The adjustable nose pad width is a new hardware design this time (three-step fine-tuning). All three models can be fitted with prescription lenses and are available in multiple colors like tortoise, black, and green, as well as lens options like gradient, polarized, and clear.

Channel and camera-less version plans

The three new glasses will go on sale from June 23 in some markets including the U.S., through Meta's official website and Sunglasses Hut, among other channels.

Alex Himel, head of Meta's wearables division, explained that launching its own brand stems from the need for a "more affordable price": "Ray-Ban Meta is at the top, Oakley Meta is in the middle, and Meta is at the bottom — this arrangement makes sense."

He also revealed that Meta is evaluating the release of an audio-only version without a camera, which could further reduce the price and open up new frame design possibilities.

Competitive landscape: Snap and Apple in the same arena

This launch coincides with fierce competition in the smart glasses space. Snap released its Snap Specs on June 16 at $2,195; according to Bloomberg, Apple's smart glasses are expected to launch in 2027. Himel described Apple as a "strong competitor," but also criticized Apple's closed iOS ecosystem, which prevents Meta glasses from offering the same full experience when paired with an iPhone as with Apple's own devices.

The report also noted that Meta demonstrated an AR glasses prototype two years ago, and a consumer version could debut as early as next year.

• This article is reprinted with permission from: "Business Next"
• Original title: "Get it for under $300! Meta launches $300 affordable smart glasses, how strong is the AI 'Contemplating Mode'?"
• Original author: Li Xiantai