Meta Platforms Inc. has officially announced the launch of its Ray-Ban Meta and Oakley Meta smart glasses in South Korea, scheduled for May 25. This rollout, developed in partnership with EssilorLuxottica, signifies a robust push by the company to extend its AI-powered wearable ecosystem into new international markets.
Despite this strategic expansion, Meta (META) shares experienced a slight dip in trading, indicating that investors were not immediately impressed by the announcement.
The South Korean launch will introduce multiple design variations, including iconic Ray-Ban Meta styles such as Wayfarer, Square, and Headliner. Additionally, Oakley Meta models will feature Vanguard and HSTN versions. These glasses are equipped with advanced features, including a 12-megapixel ultra-wide camera, 3K video recording capability, and open-ear speakers, positioning them as premium AI wearables rather than mere consumer accessories.
AI Wearables Strategy Expands
The Korea launch is part of Meta’s broader global strategy to dominate the emerging smart eyewear market. The company has already sold an estimated 7 million smart glasses globally, securing a significant share of the segment.
Through its extended partnership with EssilorLuxottica, reportedly valued at around $5 billion, Meta continues to scale production and distribution. The eyewear giant has also confirmed that Ray-Ban Meta sales have reached approximately 2 million units since 2023, highlighting strong early adoption.
Moreover, Meta is establishing a tiered pricing ecosystem for its wearables. The current Ray-Ban Meta glasses start at around $299, while Oakley Meta HSTN models are priced at approximately $399. Future premium models are expected to feature advanced display capabilities, with projected pricing nearing $799.
Investor Reaction Remains Muted
<pEven with this aggressive expansion strategy, Meta shares saw only a marginal decline rather than a meaningful rally. Market analysts suggest that investors may be adopting a cautious stance, weighing long-term growth potential against immediate concerns.
While wearable adoption is on the rise, the segment remains relatively small compared to Meta’s core advertising business. Thus, even strong product announcements may not yet materially affect quarterly earnings expectations.
Additionally, broader market volatility in the technology sector may have contributed to the muted response, with investors prioritizing profitability and AI infrastructure spending over consumer hardware expansion.
Privacy Concerns Persist
Despite the promising sales momentum, Meta’s smart glasses continue to face scrutiny over privacy issues. Critics have raised concerns regarding the built-in LED recording indicator, which activates during photo and video capture. In bright outdoor environments, however, this signal may be difficult to notice, prompting questions about bystander awareness.
Such concerns have led to increased caution in sensitive environments, such as hospitals, museums, and private venues, where restrictions on wearable recording devices are becoming increasingly common.
Legal and ethical debates surrounding the handling of captured data persist, particularly regarding the review of recorded content for AI training and product improvement.
Meta CTO Andrew Bosworth has previously noted that product adoption is closely linked to public acceptance, suggesting that widespread usage hinges on addressing these social concerns.
For now, the market seems to adopt a wait-and-see approach, rewarding long-term vision while reacting cautiously to near-term execution in an evolving and still contentious product category.
