For the past three years, the names Meta and Ray-Ban have been closely linked in the smart glasses market. That changes now. The company has launched three new models of smart glasses that do not carry the Ray-Ban branding, aiming to reach a wider audience with a lower starting price of $299, which is about $80 less than the Ray-Ban Meta Gen 2.

The new lineup includes the Meta Fury, Meta Adventurer, and a special edition called Meta Glasses by Kylie, in collaboration with reality TV star and entrepreneur Kylie Jenner. All three models are available in seven color options and three distinct frame styles. The internal specifications are identical to the recently released Ray-Ban Meta Optics Styles, offering slightly longer battery life. The glasses support a wide range of prescriptions, from -12 to +2.25, though prescriptions stronger than -6 require a visit to an optician.

According to Alex Himel, Meta's vice president of wearables, the decision to drop the Ray-Ban name was primarily driven by price. "We just feel like we need to have a pair of glasses at a lower price point, and we were trying to figure out what could work there," Himel said. He noted that while EssilorLuxottica, Meta's manufacturing partner, has brands at lower price points, they are not well-known enough to lend the same cachet. EssilorLuxottica's name still appears inside the temples of each pair, confirming their continued involvement in design and production.

Design and Fit Improvements

The new Meta Glasses offer several design improvements over the previous Ray-Ban models. The frames now include adjustable nose pads that can be clicked into three positions, and temple tips with a bendable wire for a customized fit. Overextension hinges are also included, providing a more comfortable fit for wider faces. The Adventurer model features thinner rims, while the Fury has a bolder, chunkier frame. The Kylie glasses sport a distinct Y2K aesthetic, designed to be worn lower on the nose, with a small gem embedded in the upper corner of the left lens.

During a hands-on demonstration, the glasses felt comfortable and looked like ordinary eyewear, a key selling point for smart glasses that have historically been criticized for their bulky, sci-fi appearance. The camera module is smaller than in earlier Ray-Ban models, a change that was actually introduced in March with the prescription-optimized Optics Styles.

Privacy Concerns and Upcoming Updates

Privacy remains a significant challenge for Meta's smart glasses. Recent reports have highlighted the company's development of facial recognition features and instances of harassment using the glasses. Himel acknowledged the issue: "We know that there’s tampering today, and there are a handful of ways that people are doing it." He added that if people are not comfortable with others wearing the glasses, it would be bad not only for users but also for Meta's business. "You should see some updates from us really soon, where we’re looking to address it directly," Himel said, without providing specific details.

The company is also grappling with varying regulations across different states and countries, especially as it integrates more AI capabilities into the glasses. Himel expressed a desire for consistent policies: "If there are different rules in different states or places you go, that just becomes hard for people. It’s hard for us too, because then we can’t build one thing." He compared the current situation to the early days of smartphones, which initially caused societal concerns but eventually found a balance. However, he acknowledged that smart glasses have yet to find a compelling "killer" use case that makes privacy trade-offs seem worthwhile.

AI Enhancements and New Features

Meta is doubling down on artificial intelligence as a key differentiator. The new Meta Glasses will launch with Muse Spark, the first model from Meta’s Superintelligence Labs. This AI update will also be available via a software update for older Ray-Ban and Oakley smart glasses in the US and Canada. The company claims the AI is now less stiff, allowing for more natural conversations and smarter responses. It supports 14 additional languages, including Arabic, Japanese, Mandarin, Hindi, and Korean.

Pedestrian turn-by-turn navigation is also coming to the displayless glasses, and a new "dynamic photo" feature will automatically capture multiple frames and recommend the best one. In live demonstrations, the AI was able to perform live Mandarin translations with only slight latency, and could suggest items based on visual input—for example, recommending a purple keychain charm in the shape of a grape or lavender donut after being asked for a cute purple accessory. The AI also estimated the caloric content of a plate of canapés at roughly 280 calories, though it admitted uncertainty about one prosciutto and fig item.

Market Position and Competition

The new, lower-priced smart glasses could appeal to a broader audience, especially those who were hesitant to invest in the Ray-Ban versions. By offering multiple styles and colors, Meta is also addressing the need for personalization. The Kylie Jenner collaboration is particularly aimed at younger consumers and fans of the influencer. The glasses will likely compete with other smart eyewear from Google, Samsung, and Gentle Monster, which have also been exploring the space.

Meta's hardware has never been the problem; the company has consistently produced well-made, stylish smart glasses. The challenge lies in convincing the public to overlook Meta’s privacy history and to find everyday applications that make the glasses indispensable. The company is positioning AI as that killer use case, but skepticism remains high among critics and privacy advocates.

Himel stressed that Meta is committed to leading the industry in establishing good privacy policies and etiquette. "In general, we would like to get a place where there’s a uniform way of handling things," he said. The coming weeks will reveal whether Meta can deliver on its privacy promises and whether consumers are ready to embrace a new generation of smart glasses that no longer rely on the Ray-Ban brand for legitimacy.

Source:The Verge News