Meta has decided to drop the Ray-Ban branding from its next generation of smart glasses, opting to rely on its own name instead, according to a report from Inside Retail Asia. The move marks a significant shift in strategy for the tech giant, which previously partnered with the iconic eyewear brand to lend fashion credibility to its wearable devices.
The decision comes as Meta faces mounting competition from Apple, which is reportedly developing its own augmented reality glasses, and as rival Snap struggles to gain traction with its Spectacles lineup. By owning the brand entirely, Meta aims to build a stronger identity for its hardware and reduce reliance on external partners.
Industry observers suggest that Meta's confidence in its own brand recognition has grown, making the Ray-Ban co-branding less necessary. The move also allows Meta to have full control over the product's ecosystem and marketing, positioning it more aggressively in the emerging smart glasses market.