September 22, 2025 – At the recently held Meta Connect conference this month, Meta CEO Mark Zuckerberg unveiled the Meta Ray-Ban Display, the company’s latest smart glasses that come with a built-in display feature for the first time. However, it’s important to note that these glasses are not true augmented reality (AR) devices. Meta is still fully committed to developing genuine AR glasses, but before launching those, the company has another surprise in store for consumers.
Bloomberg journalist Mark Gurman shared his views on the Ray-Ban Display in his newsletter “Power On” today. He said it was the first time he saw the potential in such devices. According to Gurman, the Meta Ray-Ban Display is the first smart glasses he truly considers good and believes consumers will actually wear. He also revealed that the product is being sold at a price well below Meta’s manufacturing cost, meaning the company is taking a loss on each pair sold.
Gurman further disclosed that he has learned Meta is working on another pair of smart glasses. These new glasses will feature screens on both lenses and are set to be released in 2027. However, such a design is expected to significantly drive up the price. The biggest innovation, though, will be the full-fledged holographic AR glasses that Meta plans to launch later in the same year.
This strategy might seem a bit unconventional, but Meta likely believes that AR smart glasses will inevitably be priced at a premium. Even the current Ray-Ban Display, which sells for $799, is not exactly cheap. Over the past decade, Meta’s extended reality (XR) division, Reality Labs, has been burning through cash. Despite ongoing losses, the company continues to invest heavily, aiming to secure its leading position in the future of computing.
Of course, what all XR enthusiasts are truly looking forward to is the AR glasses set to be released in 2027 as mentioned earlier. This product will show consumers whether Meta’s envisioned “future computing vision” has a solid and practical foundation for development.
