Meta Platforms has achieved a significant milestone with the sale of over 2 million smart glasses since their market debut in late 2023. With sales accelerating, according to Meta CEO Mark Zuckerberg, the innovative eyewear represents a pivotal step in the company's vision for future technology. Developed in collaboration with Franco-Italian eyewear company EssilorLuxottica, these smart glasses allow users to ask questions about the world around them, reflecting a seamless blend of augmented reality and everyday utility.
Meta's strategic partnership with EssilorLuxottica began in 2019, marking the start of a long-term agreement aimed at developing multi-generational smart eyewear products. Since then, Meta has released two generations of Ray-Ban smart glasses, culminating in the recent launch of the Ray-Ban Meta AI glasses. These glasses have captured the market's imagination and are described by Zuckerberg as a "real hit."
"Our Ray-Ban Meta AI glasses are a real hit," – Mark Zuckerberg
To amplify their market presence, Meta ramped up marketing efforts during the Super Bowl, releasing two 30-second ads featuring A-list actors Chris Pratt and Chris Hemsworth, alongside reality star Kris Jenner. This high-profile campaign has undoubtedly contributed to the product's growing popularity. The shades represent a convergence of Meta's Quest headsets and Ray-Ban smart glasses, offering a glimpse into the future of wearable technology.
The success of Meta's Ray-Ban glasses is part of a broader trend in the smart glasses market. According to Counterpoint, worldwide smart glasses shipments surged 210% year over year in 2024, building on a 156% increase in 2023. This growth has been largely driven by demand for Meta's innovative eyewear. Analysts predict the market will grow another 60% in 2025 and maintain a sustained compound annual growth rate of over 60% through 2029.
Meta's commitment to expanding its smart glasses lineup is evident in its plans to develop Oakley-branded smart glasses, as reported by Bloomberg. This move underscores Meta's determination to diversify its offerings and capitalize on the burgeoning smart eyewear market.
The smart glasses boast a high retention rate, with users continuing to utilize them for various purposes such as making phone calls and listening to music. This ongoing engagement highlights the product's practicality and appeal to a tech-savvy audience seeking seamless integration into their daily routines.
The strategic importance of Meta's smart glasses extends beyond consumer engagement. By developing its own hardware-software integration, Meta aims to reduce its dependence on Apple's dominant iOS ecosystem. This shift represents a bold step towards establishing an independent technological ecosystem and underscores Meta's ambition to redefine how consumers interact with information through innovative platforms.
Zuckerberg envisions smart glasses as a transformative computing platform akin to smartphones from previous generations. The potential of these devices to become a "very important computing platform in the future" signifies Meta's commitment to pioneering technology that shapes the way people connect with their environment.