Smart Glasses: Tech Giants Revive the Race

Smart Glasses Competition Heats Up

The smart glasses story began in 2013 with Google Glass. The device offered features like navigation displayed before your eyes and voice-activated photo capture, promising a futuristic experience. However, concerns about privacy and an unappealing design led to public rejection, and Google Glass was discontinued. Despite its failure, the concept of wearable computing took root in the tech world.

Meta's Re-entry

Meta brought renewed attention to the market in 2021 with Ray-Ban Stories. These initially featured modest capabilities such as music playback and photo capture. The introduction of the Ray-Ban Display in 2025 marked a significant advancement. It allowed users to see messages, translations, and navigation information directly, controlled via a neural wristband. By successfully blending style and practicality, an area where Google Glass fell short, Meta indicated the potential for market expansion.

Market Trends

Data from the first half of 2025 showed a 14% decrease in VR headset shipments, contrasted by a 110% surge in AR smart glasses. Notably, 78% of these smart glasses were powered by AI. These devices are evolving beyond mere accessories, becoming essential tools for hands-free AI interaction.

Samsung and Google's Response

Samsung, partnering with Google, is making a serious push into the XR market. They are set to reveal “Project Infinite,” a high-end XR headset equipped with high-resolution displays and Qualcomm's advanced chip. Its price is expected to be over $2,000. Additionally, plans are underway to launch “HAEAN,” an eyeglass-style device, later this year or in early 2025. This product, developed with the fashion brand Gentle Monster, is a direct challenge to Meta-Ray-Ban. Samsung's strategy involves creating glasses that consumers will want to wear, aiming for broad market appeal.

Chinese Companies Emerge

Companies including Xreal and Xiaomi have already secured a considerable portion of the market. Xiaomi has launched an ultra-lightweight model weighing 40g, while Alibaba is investing in ecosystem development by integrating its AI assistant “Quark” into its glasses. Similar to the smartphone market in the 2010s, Chinese firms are employing strategies of rapid product release and cost-effectiveness to compete with major global tech companies.

Amazon and Apple's Plans

Amazon is developing specialized smart glasses for logistics applications and is also working on a full-color consumer model called “Jayhawk.” Apple is projected to ship millions of “Apple Glass” units in 2027. By integrating these glasses with the iPhone and Vision Pro, Apple is positioned to dominate the premium sector through its strong ecosystem.

The Future

With the smartphone market reaching saturation, tech giants are actively searching for the “next platform.” While smart glasses might not completely replace smartphones, they offer a way to lessen our reliance on them and create a new central point for our digital lives. The upcoming releases from Samsung and Google, together with Meta’s new offerings, signal the true beginning of this shift. If smartphones became “pocket computers,” smart glasses are on track to become “face-on computers,” reshaping daily life once more.