How much are AI Ray Bans worth? Meta spars with EssilorLuxottica over pricing

As their ties deepen, Facebook owner Meta and EssilorLuxottica have had repeated, and at times pointed, internal debates over how to price and promote their Ray-Ban Meta smart glasses, said sources. — Reuters

Meta Platforms Inc and its partner EssilorLuxottica SA, out to an early lead in the market for smart glasses, are working through differences over pricing and strategy as demand surges, according to people familiar with the matter.

The partners sold more than seven million Ray-Ban and Oakley AI frames in 2025 – a pace that accelerated with new models introduced in the second half. They are targeting further expansion this year as they seek to consolidate their lead over challengers including Apple Inc.