--- title: "Meta Widens Smart-Glasses Lead With $299 Models, Leaving Apple And Snapchat Chasing AI Wearable Race" type: "News" locale: "en" url: "https://longbridge.com/en/news/290584101.md" description: "Meta is expanding its lead in the smart-glasses market by launching affordable models priced at $299, significantly undercutting competitors like Apple's Vision Pro and Snapchat's high-priced glasses. Manufactured by EssilorLuxottica, these new devices aim to attract price-sensitive Gen Z and millennial consumers. This strategic move contrasts with Snapchat's expensive developer-focused specs and Apple's premium headset, positioning Meta to capture a broader mass market while competitors struggle with high price points." datetime: "2026-06-23T15:05:40.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/290584101.md) - [en](https://longbridge.com/en/news/290584101.md) - [zh-HK](https://longbridge.com/zh-HK/news/290584101.md) --- # Meta Widens Smart-Glasses Lead With $299 Models, Leaving Apple And Snapchat Chasing AI Wearable Race Meta Platforms continues to gain momentum in the smart-glasses race with an extended push into affordable eyewear priced at $299, below its current Ray-Ban Meta Wayfarer model, Snapchat's $2,200 glasses, and Apple's $3,000-plus Vision Pro headset. Bloomberg reports that Meta unveiled the Adventurer and Fury glasses, each priced at $299 - or about $80 below its Ray-Ban Meta Wayfarer smart glasses model. Meta also introduced a $399 Starfire model in collaboration with Kylie Jenner, targeting cash-strapped Gen Z and millennial consumers. EssilorLuxottica, Meta's smart-glasses partner and the parent of Ray-Ban and Oakley, will manufacture the new models. _Meta's new Adventurer smart glases.Photographer: Mark Gurman/Bloomberg_ We have detailed Meta's smart-glasses supply chain at length, and Goldman analyst Jerry Shen recently published a deep dive mapping the key suppliers powering the emerging AI and AR eyewear markets. EssilorLuxottica's CEO said the cheaper Meta smart glasses are designed to "**drive access to broader audiences**," adding that "**more price-sensitive consumers will have an opportunity to experience the power that wearables bring into their everyday lives**." Last week, Snapchat CEO Evan Spiegel debuted goofy $2,220 smart glasses... > Evan Spiegel showing off the new Specs AR glasses to the public for the first time. pic.twitter.com/pCYBLU9xxH > > — Nathie (@NathieVR) June 16, 2026 ...which Wall Street analysts viewed less as a mass-market consumer glasses and more as a developer kit, given the steep price point. Clearly, Spiegel learned little from Apple's Vision Pro debut a few years ago, which failed to attract mainstream consumers because of its $3,000-plus price point. Apple has certainly taken note of Meta's successful push into smart glasses and is expected to launch more affordable glasses in late 2027. ### Related Stocks - [SNAP.US](https://longbridge.com/en/quote/SNAP.US.md) - [META.US](https://longbridge.com/en/quote/META.US.md) - [ESLOY.US](https://longbridge.com/en/quote/ESLOY.US.md) - [METU.US](https://longbridge.com/en/quote/METU.US.md) - [METD.US](https://longbridge.com/en/quote/METD.US.md) - [FBL.US](https://longbridge.com/en/quote/FBL.US.md) - [METW.US](https://longbridge.com/en/quote/METW.US.md) - [FBY.US](https://longbridge.com/en/quote/FBY.US.md) - [FBYY.US](https://longbridge.com/en/quote/FBYY.US.md) - [MAGX.US](https://longbridge.com/en/quote/MAGX.US.md) - [AAPL.US](https://longbridge.com/en/quote/AAPL.US.md) - [NA.US](https://longbridge.com/en/quote/NA.US.md) - [EL.US](https://longbridge.com/en/quote/EL.US.md) - [GS.US](https://longbridge.com/en/quote/GS.US.md) - [W4VR.SG](https://longbridge.com/en/quote/W4VR.SG.md) ## Related News & Research - [Meta pauses an AI training program that tracks employees' keystrokes after a companywide leak](https://longbridge.com/en/news/290475410.md) - [Meta Stock Defies Tech Market Rout by Debuting Its Own Brand of Smart Glasses At A $299 Price Point](https://longbridge.com/en/news/290575875.md) - [Meta cut 8,000 jobs after its best quarter ever — months earlier, 6 executives got options worth up to $921 million each](https://longbridge.com/en/news/290591359.md) - [Snap Stock Slides as Analysts Warn About SPECS Adoption](https://longbridge.com/en/news/290307772.md) - [Meta's CTO says morale is almost 'the worst it's ever been'](https://longbridge.com/en/news/289961445.md)