Meta’s Ray-Ban Meta glasses have achieved a significant milestone, surpassing 1 million units sold. While the exact revenue split between Meta and EssilorLuxottica remains undisclosed, the sales represent a substantial market entry for Meta’s smart eyewear. This figure marks a significant increase compared to the previous generation, Ray-Ban Stories, which sold less than 300,000 units in 16 months.
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During an internal meeting, CEO Mark Zuckerberg expressed ambitious growth targets, suggesting potential sales could double or even quintuple in the coming years. He emphasized the need to capitalize on the current market advantage before competitors, including Samsung with Google’s Gemini AI and Apple, enter the fray.
To accelerate growth, Meta plans to aggressively market Ray-Ban Meta glasses, launching a Super Bowl ad campaign featuring Chris Pratt and Chris Hemsworth. Further expansion plans include the launch of Oakley Meta glasses later this year, a collaboration with EssilorLuxottica, and the development of more advanced smart glasses with a heads-up display (HUD) priced around $1000. These premium glasses are expected to be paired with Meta’s long-awaited neural wristband.
Meta’s CFO, Susan Li, acknowledged that these initiatives will significantly increase costs for the Reality Labs division. However, she emphasized the importance of establishing a strong foothold in the smart glasses market. The success of Ray-Ban Meta glasses will be crucial in determining the market appeal of displayless camera glasses and whether more advanced augmented reality features will be necessary for widespread adoption.
