Meta is releasing a new line of AI smart glasses that removes Ray-Ban branding to offer more affordable, entry-level options [1].

This shift marks a strategic move by the U.S.-based company to lower the barrier to entry for wearable AI technology. By diversifying its product line and reducing costs, Meta aims to capture a larger market share and improve fit for a wider range of face shapes before competitors can release similar devices [1, 3].

The new hardware is priced at $299 in the U.S. and £269 in the U.K. [1]. While Meta continues its partnership with EssilorLuxottica, these specific models move away from the luxury branding associated with Ray-Ban to appeal to budget-conscious consumers [1, 2].

Meta introduced three new styles for the collection: Adventurer, Fury, and Starfire [2, 4]. In addition to these standard designs, the company is releasing a version styled by Kylie Jenner to increase the product's appeal within the fashion and influencer space [2, 4].

The company said the goal of the new lineup is to provide a cheaper option for users who want AI integration without the premium price tag of previous collaborations [3]. By offering multiple frames and a lower price point, Meta is positioning its wearables as everyday accessories rather than niche tech gadgets [1, 3].

“Meta is releasing a new line of AI smart glasses that removes Ray-Ban branding”

By decoupling its AI hardware from the Ray-Ban brand, Meta is transitioning from a luxury partnership to a mass-market hardware strategy. This move allows the company to control pricing and branding more aggressively, potentially creating a dominant ecosystem of AI wearables before Apple or other competitors enter the entry-level market.