Published On 6/24/2026
At a lower price than previous models, Mita unveiled several new models of its smart glasses enhanced with artificial intelligence, but without the Ray-Ban or Oakley brand as was the case in the past, which allowed the company to reduce its price to start from $299, according to a report by the American technical website TechCrunch on June 23.
The American company confirmed in its statement that the new glasses are available in several colors and different lens shapes, and are available for purchase in several stores around the world.
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Although the glasses are issued directly under the “Meta” logo and designed by it, “Esilor Luxottica”, which owns “Ray-Ban” and “Oakley” companies, contributed to the manufacture of the glasses, in a step that is an extension of the cooperation between the two companies since the launch of the first generation of “Meta” smart glasses.
Mita is offering several models of new glasses, starting with the Adventurer and Fury models, both priced at $299, about $80 less than the price of the second generation Mita Ray-Ban glasses. Then comes the Starfire Kylie Edition model, presented in collaboration with Kylie Jenner as a special edition aimed at Generation Z, at a price of $399.
The new glasses do not have any internal screens, but they do include a 12-megapixel camera that captures 3K images, open-ear headphones, and 6 built-in microphones to clearly capture voice commands. The glasses also come with a sufficient battery to operate for more than 8 continuous hours.
The company provided the glasses with a button to activate the Mita assistant with artificial intelligence, thus becoming a direct successor to the Ray-Ban Mita Wayfarer glasses that were introduced last year.
Officials from the two companies explained that the new approach that Meta decided to follow came to meet users’ desires to provide an economical option at a lower price and a desire to provide a more accessible price.
For his part, Alex Himmel, head of the wearable devices unit at Meta, explained that the new glasses came to complement the multiple options available from the company. While Ray-Ban Meta glasses sit at the top of the pricing, followed by Oakley glasses, “Meta” glasses came to be the lowest on the list, according to a Bloomberg report.
Meta chose to rely on a design that mimics the design of the other glasses it introduced, as the “Adventure” glasses look similar in design to the “Wayfarer” glasses, and in contrast, the “Kylie Jenner” glasses are distinguished by a thin oval shape.
The features and hardware of the new glasses mimic what Meta offers in its other screen-free glasses, except for the ability to manually adjust the width of the nose pads in the glasses.
Meta hinted at the possibility of launching a new model of its smart glasses without a camera to focus primarily on the audio experience and phone calls, as well as interacting with its artificial intelligence features, according to a Bloomberg report.
The smart glasses race is heating up
The launch of the new “Meta” glasses coincides with reports of Apple launching smart glasses with a design that mimics the “Meta” glasses, similar to the “Vision Pro” virtual reality helmets.
In recent days, Snap announced the launch of its new smart glasses, which combine the advantages of virtual reality helmets and the advantages of smart glasses, at a price of $2,199.
In his interview with Bloomberg, Himmel praised Apple’s products and smart glasses, describing them as a formidable competitor, expressing his belief that “anything they do should be taken seriously, as they are skilled at devices and design.”
Regarding the design philosophy of “Meta” glasses, the company’s CEO, Mark Zuckerberg, explained in his interview with the American “Business Insider” website, today, Wednesday, that the goal is not to introduce many artificial intelligence features and increase the power of the glasses, but rather to create glasses that users want to wear.
He added, “I believe that the main factor for any of these devices, whether they are on your wrist or your face, is that it be something that you are proud to wear and that it is comfortable.”
Zuckerberg’s position represents a direct difference from the position of Snap, which chose to put a powerful computer in its glasses without paying attention to the final form, according to what was stated in a previous statement by the company when it launched its smart glasses.
