TMTPOST -- At a time when tech giants around the world are pouring resources into artificial intelligence, Meta has distinguished itself not only by its aggressive AI investments but also through its long-term commitment to the extended reality ( XR ) market. Industry data shows that Meta holds a commanding lead in mixed-reality ( MR ) headsets and AI glasses, capturing over 70% market share in both segments.
"We ’ ve been researching glasses for over a decade," Zuckerberg stated as he took the stage wearing the Meta Ray-Ban Display. The new display-equipped glasses support messaging, video calls, and other interactive functions. However, the live demonstration faced multiple glitches, highlighting the challenges of real-time AR and AI integration. With a starting price of $799, the Meta Ray-Ban Display faces the difficult task of matching the million-unit success of earlier Ray-Ban Meta models.
Zuckerberg emphasized that smart glasses will serve as Meta ’ s core platform, helping embed "superintelligence" into daily life. Over the past two years, Meta ’ s AI glasses, co-developed with Ray-Ban, have sold over one million units. According to EssilorLuxottica, Ray-Ban ’ s parent company, sales of co-branded smart glasses have increased by more than 300% year-on-year in 2025.
At the event, Meta introduced the Ray-Ban Meta Gen 2, featuring extended battery life, improved video recording ( now supporting 3K ) , and up to 8 hours of use — double the previous generation ’ s battery performance. The new glasses also integrate Meta AI features, including voice search, QR code scanning, and a "Conversation Focus" mode for environmental noise reduction. The Ray-Ban Meta Gen 2 starts at $379, while the previous generation remains available at $299.
Meta ’ s Oakley collaboration also expanded with the Oakley Meta Vanguard, a sports-oriented AR headset. Designed like protective sports goggles, the glasses feature a 12-megapixel wide-angle camera, 3K video recording, slow-motion and time-lapse capabilities, and integration with Strava and Garmin for automatic activity-based photo and video editing. Pre-orders began immediately, with shipping set for October 21 and a starting price of $499.
At last year ’ s Connect conference, Meta unveiled the Orion AR glasses as a concept device priced around $10,000. This year, Meta released the "semi-finished" Meta Ray-Ban Display, priced at $799 and launching first in the U.S. market on September 30. The glasses feature a full-color monocular display, 12-megapixel camera, dual speakers, five microphones, and the Qualcomm Snapdragon AR1 Gen 1 chip. The display supports 600 × 600 pixel resolution, 20-degree field of view, and brightness from 30 to 5,000 nits, with UV detection and low light leakage.
Interaction is enhanced via a neural wristband using surface electromyography ( sEMG ) technology. The wristband detects subtle forearm muscle signals to control gestures, including pinching, swiping, and rotating, enabling AI-assisted operations, media browsing, and video call management. While ring-based interaction methods are explored elsewhere, Meta prioritizes the wristband for all-day motion control and remote operation.
Despite the innovative hardware, live demonstrations were marred by technical glitches, including failed video calls and AI responses, attributed to Wi-Fi connectivity issues by Zuckerberg.
Challenges Ahead: Price, User Adoption, and Intensifying Competition
While Meta dominates the AI glasses market, the Ray-Ban Display ’ s $799 price tag and partial functionality suggest limited mass-market appeal. Analysts predict initial sales in the tens of thousands, primarily from tech enthusiasts. Historically, strong Ray-Ban Meta sales were driven by fashion appeal, with AI features as a secondary attraction.
Industry experts highlight that pricing remains a core determinant for AR device adoption. Monocular displays and semi-finished AR implementations, while technologically impressive, risk being niche products unless price, battery life, and user experience are balanced. Yang Longsheng, CEO of Yangsight, emphasized the need to align technological experience with cost for sustainable ecosystem development.
Competition is also intensifying. Apple, Amazon, and Google are reportedly preparing AI and AR glasses, signaling potential challenges to Meta ’ s market monopoly. Even with EssilorLuxottica ’ s backing, Meta must continue expanding its ecosystem and brand presence to maintain leadership.
Meta Connect 2025 underscores the company ’ s commitment to AI and XR, but also highlights the hurdles in bringing fully functional AR glasses with AI integration to mainstream consumers. As competition heats up and the technology matures, the balance between performance, affordability, and user experience will determine the next wave of market leaders in smart glasses.
