Xreal enters value segment with $299 AR glasses under new XBX sub-brand

Xreal has formally entered the lower-cost augmented reality market with the launch of a new sub-brand, X by Xreal (XBX). The debut product for the division is the a01 AR display glasses, which are priced at $299. While the device is currently available in China, the company has confirmed a planned launch for the United States in July.

The a01 is positioned as a lightweight, camera-free device weighing just 62 grams. According to Xreal, this makes it the lightest AR display glasses on the market. The hardware features 1,600 nits of brightness with HDR 10 support and utilises a spatial anti-shake algorithm designed to maintain video stability in moving environments such as flights, commutes, and subway rides.

The sub-brand represents a strategic move to differentiate Xreal’s value-oriented offerings from its more advanced and expensive models. This distinction is evident when compared to the company’s recent showcase of the Android XR-powered Project Aura glasses at Google I/O, which are positioned as pro-level devices with multiple cameras. Similarly, the One Pro glasses, released last year, launched at a price point of $650.

Xreal states that the new sub-brand is not a stripped-down budget play, noting that the a01 maintains a premium feel through slim lenses and an ultra-light nylon body. The design includes an interchangeable front-frame system, allowing users to switch between transparent and immersive modes or customise the aesthetic. The company also noted that users can 3D print their own front frame accessories to suit personal preferences.

The a01 is targeted specifically at travelers, portable gamers, and commuters seeking a "pocket cinema" experience. By focusing on portability and affordability rather than advanced spatial computing features, Xreal aims to capture a broader segment of the consumer market while keeping its high-end product lines distinct.