Meta revealed plans today via Bloomberg to launch athlete-focused Oakley smart glasses this year while developing a suite of wearable devices including AR glasses, a smartwatch, and camera-equipped earbuds to compete with Apple’s ecosystem.
Why it matters: Meta’s aggressive expansion into wearable technology fundamentally changes the competitive landscape by targeting both specialized athletic markets and mainstream consumers, potentially challenging Apple’s dominance in the wearables space.
Product Strategy: Meta’s multi-pronged approach addresses different market segments through partnerships with established brands. The company leverages its relationship with EssilorLuxottica to expand beyond its successful Ray-Ban collaboration into performance eyewear.
- Oakley Supernova 2 targets athletes
- Hypernova adds display technology
- Artemis brings true AR by 2027
Technical Innovation: The new Oakley smart glasses, codenamed Supernova 2, represent significant advances in wearable design for active users:
- Center-mounted camera placement
- Sport-specific features
- Integration with Meta’s AI assistant
Market Positioning: Meta’s premium offering, Hypernova, aims to bridge the gap between simple smart glasses and full AR:
- $1,000 price point
- Built-in lens display
- Notification integration
Looking Forward: While the Oakley glasses launch this year, Meta’s broader wearable strategy extends through 2027, including development of AR glasses, smartwatches, and camera-equipped earbuds to create a comprehensive ecosystem.
