Meta’s hit the road with a $299 bet on life after the smartphone after investing over $100 billion in Reality Labs to build the metaverse, Meta Platforms is making another high-risk, high-reward bet one that could prove even more consequential. With the launch of its first self-branded smart glasses in June 2026, priced at $299, the company is betting that artificial intelligence will move beyond smartphone screens and become an everyday wearable companion.
The PC dominated computing in the 1990s before smartphones transformed everyday life following the iPhone’s debut in 2007. Meta believes AI-powered glasses could drive the next technological shift by enabling users to interact naturally through voice and contextual intelligence instead of constantly looking at a screen. Every major computing transition has changed not only the devices people use but also the companies controlling access to digital services. Meta believes AI interfaces will trigger the next redistribution of power across the technology industry, provided consumers embrace wearable computing.
The new Meta Adventurer, Meta Fury, and Meta Starfire models represent a strategic shift from the company’s earlier partnerships with Ray-Ban and Oakley. Those collaborations validated demand for AI-enabled eyewear but positioned the category as a premium product. By launching its own branded devices at a lower price, Meta is prioritizing market share over hardware profits while gaining greater control over branding, pricing, and distribution.
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