Meta Launches $299 Smart Glasses, Beats Apple to Market
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- Meta launched Meta Adventurer and Fury smart glasses at $299 each, the company's first eyewear sold under its own brand rather than the Ray-Ban label.
- Meta also unveiled a $399 Starfire model in collaboration with Kylie Jenner, extending the lineup to three tiers.
- Meta is considering camera-free smart glasses models in the future, per Bloomberg's Mark Gurman.
- Meta partnered with EssilorLuxottica to produce the glasses, continuing the manufacturing relationship that powered the Ray-Ban Meta line.
- Forbes and MacRumors both framed the $299 price point as Meta beating Apple to market with a cheaper own-brand option ahead of Apple's expected smart glasses debut.
- Meta CTO Andrew Bosworth said the company has "every ambition to reach every corner of market," per TechRadar, signaling a mass-market push rather than a niche release.
Why it matters: At $299 — well below the $399 Starfire tier and reportedly under Apple's forthcoming smart glasses — Meta is using pricing and the EssilorLuxottica partnership to lock in mainstream consumer share before Apple enters the category, putting pressure on Apple and Snap to compete on both cost and fashion credibility.
