Meta's Ray-Ban Smart Glasses hit 1 million sales as Zuckerberg eyes bigger future
Zuckerberg is satisfied: Meta sells over 1 million Ray-Ban Smart Glasses for the first time in 2024. Now he is aiming for more.
In a leaked all-hands meeting, Meta CEO Mark Zuckerberg shared that the company's Ray-Ban smart glasses crossed the one million sales mark in 2024 — the first time these numbers have been made public.
Looking ahead, Zuckerberg set his sights on more ambitious targets. “A lot of the big hit products in their third generation reached 5 to 10 million units”, he told employees. “So I think one of the questions for us is, are we going to go from 1 million this year to 2 million? Are we going to go from 1 million to 5 million?”
Meta currently sees itself as the leader in smart glasses. "We basically invented the category and our competitors haven’t really shown up yet and they will," Zuckerberg said. He expects that to change by late 2024 or 2025, adding that Meta wants to use this head start to “introduce as many people as possible to Meta AI glasses.”
Big plans for AI and AR glasses
Zuckerberg points to 2025 as a defining moment for Meta's eyewear business. The company plans to expand its lineup in 2025 with Oakley-branded AI glasses and smart glasses featuring a heads-up display, according to media reports. Meta's first true AR glasses are expected to follow in 2027.
While Ray-Ban glasses are getting more attention, including a spot in Meta's Super Bowl ad, the financial picture at Reality Labs, Meta's VR and AR division, is more complex. The division posted record sales of $1.083 billion in Q4 2024, but spent $6.05 billion, leading to an operating loss of $4.967 billion.
Since Q4 2020, Meta has invested $69 billion in Reality Labs while generating about $9 billion in sales, resulting in roughly $60 billion in operating losses.
CFO Susan Li told investors these investments are necessary to “develop the next computing platforms.” She expects operating losses to grow in 2025 as the company focuses on “increasing adoption of our AI eyewear products.”
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