Meta’s Ray-Ban smart glasses have hit a major milestone, selling over 1 million units in 2024, according to CEO Mark Zuckerberg. Speaking during an internal all-hands meeting, details of which were leaked to The Verge, Zuckerberg revealed the sales figures and set ambitious targets for 2025, suggesting the company could sell anywhere between 2 million and 5 million units.
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The Ray-Ban Meta smart glasses, launched in 2023, have evolved significantly, incorporating advanced AI features that enhance user experience. The glasses allow users to interact with Meta AI via voice, capture photos and videos using voice commands, and even identify objects in real time through their built-in camera.
Meta’s Lead in Smart Glasses Market
Zuckerberg emphasized that Meta has essentially created a new product category with its AI-powered glasses, saying, “We basically invented the category, and our competitors haven’t really shown up yet.” However, he acknowledged that competition is on the horizon, with Samsung reportedly working on a similar device powered by Google’s Gemini AI and Apple exploring its own smart glasses for a potential 2027 release.
Despite the looming competition, Meta sees a unique opportunity to dominate the space before rivals gain traction. Zuckerberg expressed confidence in the company’s ability to capitalize on this head start, stating, “We have this wide open field right now to run and basically introduce as many people as possible to Meta AI glasses, and we should take that opportunity.”
Meta’s Expansion Plans
To maintain momentum, Meta is planning a series of aggressive marketing efforts, including high-profile Super Bowl ads featuring Hollywood stars Chris Pratt and Chris Hemsworth. The company also intends to expand its lineup with new models. Later this year, Meta is expected to launch a pair of smart glasses in partnership with Oakley. Additionally, in 2025, it plans to introduce a more advanced model featuring a heads-up display (HUD) under the codename “Hypernova.” This premium model could reportedly be priced around $1,000 and may include Meta’s long-anticipated neural wristband for enhanced control.
Revenue and Financial Impact
The strong sales of Meta’s smart glasses have contributed significantly to the company’s revenue. With a starting price of $299, the 1 million units sold in 2024 have generated at least $300 million. Higher-end models, such as those with polarized lenses ($329) and transition lenses ($379), could push the revenue even higher.
However, it remains unclear how much of this revenue goes to Meta versus its manufacturing partner, EssilorLuxottica, which owns the Ray-Ban brand. Meanwhile, Meta’s Chief Financial Officer Susan Li has indicated that increased investment in its Reality Labs division—responsible for smart glasses and other wearable tech—will lead to higher costs.
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Meta’s strong sales figures contrast sharply with the struggles of other AI-powered wearables, such as the Humane AI Pin and the Rabbit R1, which failed to gain traction. The company’s ability to integrate AI, smart cameras, and a familiar design in partnership with Ray-Ban has positioned it as a leader in this emerging market.