Augmented reality glasses seemed doomed to failure. Zuckerberg and Ray-Ban are turning the tables

Meta and Ray-Ban are achieving what seemed almost utopian: turning smart glasses into a useful, desirable and successful product. And at the same time, overcoming the stigma that Google Glass left a decade ago.

Why is it important. The commercial success of the Ray-Ban Meta marks a cultural shift in the acceptance of body-worn devices, until now limited to watches, TWS headphones and, to a lesser extent, rings.

It is the beginning of a possible revolution in the way we interact with technology in our daily lives.

In figures:

• Ray-Ban Meta are leading sales in 60% of the brand’s stores in Europe, surpassing traditional glasses, according to UploadVR.
• They sell for between 329 and 409 euros, depending on the finish of the frame.
• Meta has invested $4.37 billion in a 5% stake in EssilorLuxottica.

The context. When Google launched Glass, the rejection was immediate. Its users were branded glassholes, especially those who fell into certain attitudes, and there are even records of attacks for wearing them in public.

The first had to do with its unattractive design. The second, due to concern about its implications for privacy.

turning point. This collaboration between Ray-Ban and Meta has achieved what Google could not: make smart glasses look normal, discreet.

Its subtle design, which takes advantage of the shape of an iconic frame that is familiar to anyone, together with going on the market alongside a well-known fashion brand, have been key to overcoming reluctance.

Between the lines. That its commercial success is also occurring in Europe is especially striking, since here these glasses do not have the AI ​​functions that they do have in the United States.

European consumers are buying them for their most basic features: integrated speakers, microphone and camera. And for now, it’s worth it.

The vision for the future. Meta and EssilorLuxottica have extended their agreement until “beyond 2030“. In their plans are several generations of smart glasses created by this enormous optical conglomerate, which brings together several brands.

Meta’s CTO in particular, Andrew Bosworth, considers them “the future” and “the most impressive technology from the smartphone”. It is so true that he is an interested party that it does not sound like cheap praise.

• On the distant horizon are the Orion, augmented reality glasses that are currently purely conceptual due to their very high manufacturing cost, but that draw the future towards which Meta wants to walk.

Yes, but. This initial success does not cancel out the challenges that Meta will continue to encounter along the way:

• Concerns about privacy and the use of personal data.
• The somewhat high price in the absence of a much more compelling use case.
• The need to develop more convincing uses so that wearing glasses compensates for those who do not usually have to wear them.

In summary. This initial mass acceptance of RayBan and Meta glasses leaves it in a very good starting place for the next war of body devices, AI and augmented reality.

The question is no longer if smart glasses will become commonplace, but when.

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Featured image | Xataka