Meta launched a new line of AI-powered smart glasses on June 23, 2026, with prices starting at $299 [1], [2].

The move marks a strategic shift for the company as it attempts to broaden its consumer base. By removing the premium Ray-Ban branding and lowering the price point, Meta is positioning its wearable AI technology as an accessible mass-market product rather than a luxury accessory.

The new collection departs from previous collaborations and introduces several distinct aesthetics. The lineup includes three primary designs named Fury, Adventurer, and Starfire [3], as well as a specific style inspired by Kylie Jenner [3], [4]. These glasses are available globally through Meta’s online store and various partner retailers [1].

"Meta’s new AI smart glasses start at $299, making them the most affordable option the company has ever released," a Tom's Guide reviewer said [1].

The hardware retains the AI capabilities of its predecessors but focuses on a wider design palette to attract different demographics. This approach allows the company to test various form factors and style preferences without being tied to the specific brand identity of a partner.

"The Ray-Ban branding is gone, and Meta has introduced fresh looks like Fury, Adventurer, and Starfire, plus a Kylie Jenner-inspired style," a Gizmodo staff writer said [4].

Industry analysts suggest the pricing and design shift is a calculated effort to dominate the wearable AI sector. A CNET tech analyst said Meta is aiming to reach a broader consumer base by lowering the price point and expanding the design palette beyond the previous collaboration with Ray-Ban [3].

“Meta’s new AI smart glasses start at $299, making them the most affordable option the company has ever released.”

This transition indicates that Meta is moving away from relying on established fashion brands to validate its hardware. By controlling both the branding and the pricing, Meta can more aggressively penetrate the mid-range consumer electronics market and gather a larger set of user data for its AI integration.