Meta launches its own smart glasses brand at $299, breaking from the Ray-Ban name
Meta has launched smart glasses under its own brand for the first time, with the Adventurer and Fury models priced at $299 — undercutting the Ray-Ban Meta Gen 2 ($359) by dropping the licensing premium while keeping identical hardware. All models feature a 12MP ultrawide camera, 3K video, five-microphone array, and over 8 hours of battery life. AI features run on Muse Spark, Meta's new on-device model supporting voice queries, visual identification, and real-time translation in 20 languages. A third model, Starfire, designed with Kylie Jenner, costs $399. EssilorLuxottica remains the manufacturing partner. The move creates a two-tier strategy: Ray-Ban Meta retains fashion premium positioning while Meta Glasses offer a lower entry point. Meta and EssilorLuxottica together hold ~82% of the global smart glasses market, with 7 million AI-enabled glasses sold in 2025.
