AsianFin -- Meta CEO Mark Zuckerberg believes the next tech revolution won't be strapped to your face like a VR headset—it'll be worn like a pair of everyday glasses.
"Smart glasses will be a product that far surpasses VR," Zuckerberg said in a recent interview, comparing VR to the "television of the future," while declaring smart glasses as the "mobile phones of the future."
Meta's aggressive pivot toward AI-powered eyewear is already gaining traction. The Ray-Ban Meta smart glasses, launched in late 2023, have catalyzed a surge in global demand. Sales of AI glasses jumped 216% year-on-year in Q1 2025 to 600,000 units, according to market data, with Meta accounting for nearly 90% of those shipments.
Zuckerberg's vision is taking shape against a backdrop of shifting consumer sentiment in the XR landscape. VR shipments fell 23% year-on-year in Q1 to 1.33 million units. Market analysts cite limited content offerings, high prices, and weak AI integration as factors behind the decline.
"VR may eventually replace TVs, but it won't become a super device like smartphones," said the founder of a Chinese AR startup. "Its market ceiling is tens of millions, not hundreds."
Meanwhile, AR glasses—long seen as the bridge to mainstream XR—are also beginning to mature. Global AR headset sales held steady at 112,000 units in Q1 and are projected to grow 30% to 650,000 units in 2025. But it's AI glasses—especially non-display models—that are generating the most buzz, and investment.
"Over the past six months, AI glasses are by far the most promising form factor in AI hardware," one hardware-focused VC told CNBC. "They represent the best interim solution as AI+AR tech evolves."
Indeed, AI camera glasses are gaining ground on e-commerce platforms, now capturing over 28% of sales according to data from RUNTO Technology. Meta's dominance is being challenged—at least on paper—by tech giants and startups alike, especially in China.
From Alibaba and Xiaomi to Huawei and Baidu, China's tech titans are racing to cash in on what is rapidly becoming the next trillion-dollar consumer electronics market. According to insiders, a wave of domestic AI glasses is set to hit the market in time for the 618 shopping festival—a critical sales window for Chinese brands.
Brands like Thunderbird and Sharge have already unveiled AI glasses products, though Sharge temporarily withdrew its offering for software optimization.
Rokid's founder, Zhu Mingming, revealed that over 250,000 units of its display-equipped AI glasses have already been preordered globally, with 200,000 units secured in a single deal worth several hundred million yuan.
Thunderbird plans to launch its flagship X3 Pro this month, while Xiaomi, Huawei, and Alibaba are all expected to release AI eyewear products in the coming quarters. Sources indicate Alibaba is partnering with external collaborators, while Huawei's HarmonyOS-based glasses face significant technical challenges due to deeper integration at both chip and system levels.
"The entry of Xiaomi, Huawei, and others signals that the supply chain is finally mature," said one industry insider. "This will likely push startups to the margins, just like what we saw in smartphones."
Despite the flurry of launches, the Chinese AI glasses market still lags far behind Meta in terms of scale and maturity. According to industry sources, many local brands are stuck in what's derisively called the "PPT stage"—products announced but not yet delivered.
"The hype is real, but so are the delays," said INAIR founder Huang Hai. "Ray-Ban Meta was a rare success. It's unclear whether that can be replicated in China."
For now, most Chinese offerings have failed to surpass 100,000 units in sales. Yet analysts believe AI glasses have the potential to reach 5.5 million units in global shipments by the end of 2025, driven by lower prices, more refined supply chains, and mass-market appeal.
Zuckerberg remains confident. "Glasses are the best vehicle for AI," he said. "There are already 1–2 billion people in the world who wear glasses. In ten years, I believe every pair will at least be AI glasses."
While AI capabilities like real-time translation, photography, and object recognition are core to the product appeal, design remains a significant bottleneck. Traditional eyewear weighs around 20 grams, but even the lightest AI glasses today start at 40 grams. Ensuring long-term comfort while packing in smart features is proving to be a tough balancing act.
"Consumers don't just want smarter glasses—they want wearable ones," an industry expert said. Brands are now partnering with traditional eyewear manufacturers to improve design, but SKU diversity and long-term wearability still fall short.
Meanwhile, questions remain about whether domestic manufacturers can meet demand at scale. Many brands claim production won't be a problem, but chip shortages and sudden surges in orders could create bottlenecks.
As VR struggles to find its post-hype footing, AI smart glasses are rapidly emerging as the next battleground for tech supremacy. Meta's early lead is significant, but China's massive consumer base and maturing supply chains could reshape the competitive landscape—if local players can move beyond flashy presentations and deliver compelling, scalable products.
For now, the real test is just beginning.
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