Meta drops Ray-Ban branding from its latest smart glasses, starting at $299

Meta has launched a new line of smart glasses called "Meta Glasses" that are no longer co-branded with Ray-Ban, marking a strategic shift for the company. Priced at $299, the glasses feature updated AI capabilities, adjustable nosepads and temple tips, and come in three styles and seven colors, with one style being a collaboration with Kylie Jenner, according to The Verge.

The VergeMeta launches $299 smart glasses without Ray-Ban branding, including Kylie Jenner collaboration

"Meta has launched a new line of smart glasses called 'Meta Glasses' that are no longer co-branded with Ray-Ban, marking a strategic shift."

The three new models are named Adventurer, Fury, and Starfire, and they start at $299, matching the price of Meta's first-generation glasses but significantly cheaper than the Ray-Ban Gen 2 models from last year, Wired reported. The glasses feature the same camera, microphones, and chatbot as the Ray-Bans, and come in three styles, one co-designed with Kylie Jenner.

Meta's VP of industrial design, Peter Bristol, emphasized the company's focus on making smart glasses more accessible, customizable, and comfortable to encourage mainstream adoption, according to Wired. The new glasses include adjustable nosepads and temple tips to improve fit for a wider range of users.

While Meta could have gone solo from the start, The Verge noted that partnering with EssilorLuxottica and Ray-Ban was a smart entry strategy into the smart glasses market. Now, with the new Meta-branded glasses, the company is taking a more independent approach while still offering a range of styles and price points to attract consumers.