Samsung is about to enter the smart glasses market this fall, but a lot of other competitors are also jumping in.
Despite AI exploding in popularity, using it is still mostly limited to laptop and phone screens. But AI wearables that give models access to your environment via cameras, microphones, and sensors are seeing a wave of new entrants. Smart glasses are leading the pack, thanks to a proven form factor and their ability to capture your exact point of view.
And demand is only growing: Global smart glasses shipments grew 139% year over year in the second half of 2025, with 88% of those total shipments being AI glasses, according to Counterpoint research. Currently, however, Meta dominates the market, with the same research finding that its shipment share rose to 82% following the new product launches. Meta itself has reported that it sold 7 million AI glasses in 2025.
But a host of other players are coming soon.
1. Google and Samsung smart glasses #
Google, Samsung, and Qualcomm are collaborating to launch AI smart glasses, or as the companies refer to them, "intelligent eyewear." The glasses are similar to what Meta offers now, with one camera, an LED light to alert people when they are being recorded, open-ear speakers, and microphones. Samsung said they offer 9 hours of active use on a charge for heavy use cases, such as streaming video, which would make them a bit longer than the Ray-Ban Meta Gen 2, which has 8 hours of battery in general use.
Samsung has yet to reveal all of the styles, but the ones that I have been hands-on with look comparable to regular glasses aesthetically and feel lightweight. They are being made in collaboration with Warby Parker for everyday styles and Gentle Monster for bolder and more fashion-forward frames. The expected launch is in the fall, and we still do not know anything about the cost.
2. XREAL Project Aura #
The XREAL Project Aura glasses are a bit different from mainstream smart glasses like the Meta Ray-Bans, as they are extended reality (XR) glasses that offer a 70-degree field of view in the lenses. This means they are bulkier, have a tethered battery pack, and provide immersive, wearable spatial computing experiences.
They made the list, however, because a big part of the experience is the deep Gemini integration, which is powered by Android XR. I have had the opportunity to demo them multiple times, and they offer really compelling XR experiences, while still feeling much more comfortable than traditional XR headsets. However, they still weigh 96 grams, so they're only meant to be worn for short periods.
They are available for reservation now, and the price has yet to be confirmed. However, the site says they will be no more than $1,500 before tax. If you pre-order now, you can reserve for $99 and get $199 toward the final cost at launch, while also securing an early shipping position. These will also ship in the fall.
3. Snap Specs #
The Snap Specs are AR glasses that offer users immersive experiences such as a 115-inch cinema screen or a 24-inch monitor placed into your environment. They have no tethered battery pack or puck, and thus look a lot chunkier than traditional AI smart glasses. They weigh between 132 and 136 grams, and aren't meant to be worn all day, unlike other smart glasses. Rather, they are session-based: you use them for work, to watch a movie, or on a plane, and then you take them off.
The glasses retail at $2,195 and are available for pre-order today. They are expected to ship in the fall.
4. Halliday G2 #
The first edition of the Halliday glasses debuted at CES 2025 and had an optical display above the lens. In theory, it was a good idea, as it kept the glasses light and made it easy to add prescriptions. However, upon launch, they received a lot of backlash, including from me, who found the product unusable. As a result, the second generation is a complete pivot, focusing on working professionals.
The glasses are promised to include dual micro-LED projectors, a 4-mic array that offers up to 2-meter voice recognition, 12 hours of typical use, speakers, and weigh under 50 grams. Since the glasses are meant to appeal to working professionals, at launch the core of Halliday G2 is Meeting Flow, which focuses on live-meeting capabilities such as live captions, translations, transcripts, summaries, and more.
The glasses will retail for $599, with shipping expected in September. If interested, you can reserve the glasses today for a $10 deposit, securing a $100 discount on the final retail price.
5. Brilliant Labs Halo Glasses #
Brilliant Labs announced its Halo glasses last year, and they promise to pack a full-color display, made possible by a tiny optical module built into the frame; an optical sensor used for multimodal tasks; bone conduction speakers; a microphone array; and 14 hours of battery life for daily intelligence into a lightweight 40-gram package. They also feature a conversational AI agent called Noa, which has long-term memory of your life. The aim is for them to be a true AI wearable that can see and listen to what you do all day and assist you with anything you need later. The company's main focus is privacy, and its CEO described its approach during an episode of The Deep View Conversations.
The Halo glasses are available for pre-order and ship in early August. July 27th is the last day to get them at the pre-launch price ($349) before the price increases to $399.
BONUS: Rumored glasses #
1. The next Meta glasses
Meta is holding its annual conference, Meta Connect, on September 23rd. If it follows past years' trends, it will likely launch a new pair of smart glasses at the event, likely the Ray-Ban Meta Gen 3. While there is no official confirmation from the company itself, Mark Zuckerberg has teased that new glasses are coming at the company's Meta Connect event on September 23 to 24.
2. Apple glasses
With hardware, Apple has always taken the approach of waiting and entering the fray when it can offer a potentially market-leading product. Then, when it does launch the product, it has the magic touch to take it mainstream. That means that when it does launch the glasses, it will buoy the entire sector. Apple has yet to confirm plans or an upcoming launch, but Bloomberg Apple watcher Mark Gurman has reported that the tech giant is targeting a late 2027 release of glasses without in-lens displays and in the $200 to $500 range. At launch, they will reportedly focus on cameras, speakers, and microphones. Gurman also said Apple will likely build its own frames, which will come in unique colors and frame styles and have a focus on privacy to overcome Meta's reputation.
Our Deeper View #
The smart glasses sector is booming, with many more glasses launching in the upcoming months. Despite the increase in supply, there have yet to be any smart glasses that are really pushing the envelope in design. The closest is Snap Specs, which is tackling the very difficult task of making AR glasses with no additional battery packs or tethering. However, the price and form factor aren't where they need to be to justify the purchase for regular consumers. The inclusion of in-lens displays in a way that doesn't compromise comfort, cost, or aesthetics is what's needed to stand out in the market in a meaningful way, and perhaps spur on mass adoption. We know Meta and Google are working on it, and we have to believe Apple has it on its long-term roadmap. But miniaturized display technology may still need to improve for several generations before it's ready to power a mass market product.