At the Meta Connect annual event held at the company’s headquarters in Menlo Park, California, Meta CEO Mark Zuckerberg introduced the Orion AR Glasses on September 25, 2024. This introduction marks a significant milestone nearly three years after Facebook rebranded itself as Meta in October 2021, a strategic move that initially aimed to promote a digital future accessible through virtual reality technology.
Meta’s Horizon Worlds, an open universe featuring personalized avatars, had not significantly penetrated mainstream culture. However, a shifting focus towards augmented reality through a partnership with Ray-Ban resulted in unexpected success in the smart glasses market. Building on this foundation, Meta is generating enthusiasm for the Orion AR Glasses, a project in development for nearly a decade. Last month’s unveiling of Orion at the Meta Connect event sparked considerable excitement within the company, signaling a shift in perception regarding the company’s investment in hardware.
During the event demonstration, Zuckerberg showcased the capabilities of Orion, a pair of thick-framed black AR glasses, along with a wireless puck for holographic image projection and a wristband for controlling the device via neural signals. Reviews from those who tested the device were positive, with CNBC’s Julia Boorstin and The Verge’s Alex Heath praising the immersive experiences enabled by Orion.
Zuckerberg described the Orion glasses as a “time machine,” expressing his confidence in their potential to revolutionize technology. Following the successful demonstration, Meta plans to collaborate more closely with software developers to further develop the consumer version of the Orion glasses and increase the market reach of their current generation Ray-Ban Meta smart glasses during the upcoming holiday shopping season.
Despite previous financial challenges, including significant workforce reductions, Meta’s stock price has seen a considerable rebound, largely due to the resilience and rebuilding of its online advertising operations after Apple’s iOS privacy updates. Nevertheless, transitioning its advertising success into the hardware realm, particularly in AR and VR, remains a significant challenge for the company.
Meta’s Reality Labs, responsible for AR and VR developments, has incurred substantial operating losses despite significant investment. However, the group has achieved some noteworthy innovations, showcasing working versions of the Orion glasses to internal and external audiences, with Zuckerberg making the decision to reveal the project publicly.
The company is now looking to develop a supply chain to support the manufacturing of Orion, addressing challenges like securing silicon carbide for the displays. Meanwhile, Meta is extending its successful partnership with Luxottica to advance its Ray-Ban Meta smart glasses and is opening a pop-up store in Los Angeles to showcase the product further.
