Aiming to blend functionality with AI, Meta (NASDAQ:META) has unveiled the $799 Ray-Ban Display smart glasses, targeting users with everyday applications rather than futuristic aspirations. As technology continues to advance rapidly, companies like Meta strive to find the balance between innovation and consumer adaptability, showcasing products that promise not just enhanced features but practical, daily utility. The technology integrates seamlessly with AI, sparking interest and projections about its market impact.
Meta’s previous ventures into smart eyewear, such as the Ray-Ban Gen 2 and Oakley Meta Vanguard, established a foundation in wearable tech, bringing the idea of camera-equipped eyewear to a mainstream market. Meta’s previous product launches have had varying success, with some products quickly becoming everyday items, while others still seek a broader audience. Competition in the smart eyewear market remains fierce, with other tech giants having previously had mixed results in similar ventures.
How Does the Ray-Ban Display Function?
The Ray-Ban Display features a small visual interface embedded in one lens and is paired with a Neural Band wrist controller, enabling users to execute commands through subtle finger movements. The glasses promise a range of functionalities, including message reading, map navigation, and conversation translation, with a battery lasting approximately six hours. The carrying case extends battery life to up to 30 hours.
Who is Meta Targeting?
Designed for consumers transitioning from novelty to necessity in wearable tech, these glasses aim to engage a market that demands both innovation and practicality. Towards this, Meta CEO Mark Zuckerberg has emphasized,
“Glasses are the only form factor where you can let an AI see what you see, hear what you hear, talk to you throughout the day.”
While the adoption rate for such eyewear remains niche, it is growing. In 2025, smart glass usage among U.S. online adults rose to 17% from the previous year’s 4%, with a notable interest in Meta’s latest offering. However, as Forrester research highlights, many consumers remain cautious, weighing these glasses’ value against that of capable smartphones.
The Ray-Ban Display isn’t intended to replace the Oculus Quest headsets, as the Quest targets immersive experiences while the Display focuses on casual, daily use. Hence, Meta is continuing its parallel strategies to cater to both ends of the market spectrum, maintaining the Quest for full VR while leveraging smart glasses to draw users with lighter, everyday applications.
The anticipated growth of the smart glasses and headset market suggests an increase in consumer adoption. The market might see growth driven more by practical utility devices rather than complete AR products, with predictions of reaching approximately 14.3 million units. Competitors like Apple (NASDAQ:AAPL) remain in the mix, with products like the Vision Pro catering to high-end users and lighter versions potentially broadening their reach.
Despite its dominance in the smart eyewear market, where Meta accounted for about 60% globally in mid-2025, the company faces challenges in convincing consumers of the value these glasses provide beyond smartphones. Adoption at the current price point is uncertain, yet Meta hopes lower-cost models will expand appeal. Zuckerberg’s vision is clear:
“Our goal is to integrate technology into life in a way that enhances daily tasks.”
