Meta shifts strategy with new AI glasses lineup, dropping Ray-Ban partnership
The tech giant launches three new smart glass models manufactured by EssilorLuxottica, signalling a strategic move away from its previous branded collaboration with Ray-Ban to establish a standalone product identity.
Meta has officially launched its first line of own-branded smart glasses, comprising the Meta Adventurer, the Meta Fury, and the Meta Glasses by Kylie Jenner, also referred to as the Starfire model. The release marks a strategic pivot for the company, moving away from its previous branded partnership with Ray-Ban to introduce a standalone product line while maintaining a manufacturing and distribution partnership with EssilorLuxottica. The devices are priced between $299 and $399, positioning them as a more affordable alternative to the existing Ray-Ban Meta glasses.
The new hardware is built on the same platform as Meta’s best-selling AI glasses, featuring a multi-array microphone setup, spatial audio, and 3K video cameras. Meta has expanded the aesthetic options significantly, offering 26 style combinations across the three models. The Adventurer is described as a classic rectangular frame, while the Fury offers a fuller, square design with more colour options. The Starfire edition, co-designed with celebrity Kylie Jenner, features a lens gem and is available in black or tortoiseshell.
Comfort and fit have been prioritised in the new design, with all models featuring a three-way adjustable nose pad to accommodate different face shapes. The Starfire edition includes a metal adjustable nose bridge, a detail selected to facilitate easier cleaning and reduce makeup residue. All models also feature over-extension hinges and user-adjustable temple tips, aiming to provide a secure fit for extended wear. The glasses support prescription lenses with a power range of -12 to +2.25, allowing them to be sold through optical retailers such as LensCrafters.
Software enhancements accompany the hardware launch, including the Muse Spark AI update which improves the accuracy of AI responses. Meta has expanded its live translation support to 20 languages, adding Mandarin, Korean, Japanese, Arabic, and Hindi to the existing library. A new pedestrian navigation feature has also been introduced, providing audio guidance such as "Turn right now" to assist users in unfamiliar locations.
The Kylie Jenner edition includes unique functional and aesthetic features, including an optional AI voice model that mimics Jenner’s voice for system prompts and interactions. While the core capabilities remain similar to previous iterations, the new lineup aims to cater to a wider audience through increased customisation and a lower entry price point. The devices were unveiled at a launch event in New York City, where Meta demonstrated the expanded translation capabilities and dynamic photo features to attendees.
