Although Meta currently dominates the global AI glasses market with about 80% share, according to Counterpoint’s Global Smart Glasses Model Shipments Tracker, Google’s entry could reshape the competitive landscape, as the company holds several advantages in the following areas: 

• Enhancing AI glasses usability through GMS integration and a more “native” Android experience: Beyond core functions such as photography and audio playback, the Ray-Ban Meta AI glasses mainly emphasize integration with Meta’s social media ecosystem. In contrast, Google has a much broader portfolio of internet services, including Gmail, Google Maps, YouTube, Calendar, Photos, and Google Meet. As Google integrates these services with Android XR glasses, we expect the usability and application scenarios of AI glasses to expand significantly. In addition, Google is better positioned to provide a more seamless “native” integration between the glasses and Android smartphones, particularly for functions such as reminders, calendar event creation, and cross-device, cross-application synchronization to enhance the contextual AI experience, where Meta’s current solution still faces limitations. 
• Non-Apple smart glasses may have a stronger opportunity to attract iOS users than most other device categories: Google highlights both Android and iOS smartphone support for Android XR-powered AI glasses, though Android smartphones are expected to provide the best integration experience. We view this as critical for the broader adoption of Android XR devices, especially in markets where iOS has a strong user base. Meta’s success in AI glasses has similarly benefited from cross-platform support across both Android and iOS. Given that design and fashion are key purchase drivers for AI glasses, and that users may own multiple pairs for different styles and use cases, non-Apple smart glasses may have a stronger opportunity to attract iOS users than most other device categories. 
• Faster go-to-market to reach more regions and consumers through partnerships with Samsung and eyewear brands: By partnering with Samsung, GM and Warby Parker, Google can effectively accelerate the commercialization of Android XR-powered AI glasses. Samsung can bring strengths in consumer electronics manufacturing, imaging and camera optimization, and global smartphone channels, while eyewear partners contribute established retail networks, optical expertise, and brand recognition in the fashion industry. This partnership model may also help Google scale more quickly across different regions and consumer segments, especially in the APAC market where Meta’s availability is still limited. However, we expect Google to generate limited profit from the AI glasses segment in the short term, as primary hardware sales revenue will likely be shared among its partners. 
• Google’s open-platform strategy and long-standing OEM relationships to provide a strong foundation for long-term ecosystem expansion: While Meta adopts a relatively closed OS strategy, Google is pursuing an open-platform approach focusing on scaling its OS and AI ecosystem. Its key advantage lies in the established Android OEM partnerships and broader hardware optionality. Android XR OS already includes partners such as Samsung, GM and Warby Parker, with more fashion brands (like Gucci under the Kering group) expected to join. Over time, Android XR OS is expected to become a preferred platform for more traditional Android OEMs entering the AI glasses market, as well as for new entrants. To date, many Qualcomm AR1-based AI glasses are built on AOSP (Android Open Source Project). We expect Google to actively encourage future iterations of these devices to migrate toward Android XR OS as the platform matures. When Android XR OS scales, Google could unlock additional monetization opportunities, including advertising, subscription-based on-glass AI services, and potentially improved profit-sharing models with OEM partners.  

However, as details regarding the specifications, functionality and pricing of the glasses have not yet been announced, it is too early to draw a definitive conclusion on the near-term competitive impact of Android XR OS-powered AI glasses on Meta. We also expect both Meta and EssilorLuxottica to adopt a more aggressive marketing and sales strategy this year to counter upcoming launches from Google and Apple. 

To challenge Meta’s dominance, we expect Google’s official product launch this fall to provide better clarity on these aspects: 

• Will there be a customized AI model optimized for smart glasses: Unlike smartphones, where users still rely primarily on touch-based interaction, voice control and AI assistants are emerging as the primary interaction modes for AI glasses. This shift creates a greater challenge for OEMs to optimize the overall AI experience on glasses. For example, in the food ordering scenario demonstrated at Google I/O, a smartphone can easily display multiple options through a visual interface with rich images and information, allowing users to select with a few taps. However, on smart glasses, it is impractical to read out long lists of options or detailed addresses via voice and require users to confirm each step verbally. Given the constraints of audio-based interaction, it is more effective for software developers to optimize smaller, task-specific language models that deliver concise and highly relevant responses, rather than comprehensive but verbose outputs typical of smartphone or PC-based AI systems. We believe Google is better positioned than existing smart glasses OEMs in this area, and we expect to see further details on how Gemini will be optimized for AI glasses use cases. 
• Hardware upgrades versus Meta’s AI glasses to create product differentiation: Today’s AI glasses in the market show limited hardware differentiation, as mainstream products largely rely on Qualcomm’s AR1 SoC and Sony’s IMX681 image sensor. Huawei, in April, launched its first AI glasses based on its proprietary AI glass processor(s) and a customized image sensor from SmartSense, highlighting improved photography performance. For the upcoming AI glasses collaboration between Google and Samsung, it remains to be seen whether any hardware innovations will emerge that could further enhance product differentiation. 
• Privacy and user data protection strategy: Unlike smartphones, AI glasses operate with always-on camera, microphone and contextual AI capabilities, creating a more continuous and active data-capture environment. This leads to heightened sensitivity around user and bystander privacy. Meta’s AI glasses have already faced scrutiny and legal challenges in this area, particularly regarding the storage and processing of users’ private photos and videos, as well as debates over controversial features. Against this backdrop, it will be keenly watched what Google announces regarding user data protection and privacy safeguards in its AI glasses to address public concerns and support broader consumer adoption. 
• Pricing and segmentation strategy: While the partnerships with GM and Warby Parker bring clear advantages, their actual impact in the AI glasses market remains to be seen. Compared with iconic eyewear brands such as Ray-Ban, GM’s influence in the Western premium eyewear market remains relatively limited. Warby Parker is positioned more as a modern, value-oriented brand rather than a premium one, and its influence is largely concentrated in North America, with limited presence in Europe, the world’s second-largest AI glasses market. As a result, their brand pull in Western markets may remain weaker than that of Ray-Ban and Oakley. GM is a highly influential fashion brand in Asia, but it remains uncertain whether AI glasses will see similar traction there, given differences in sunglasses-wearing habits across certain Asian markets versus Western consumers. It remains to be seen how Google and Samsung will differentiate across brands and regions to target the right consumer segments, in terms of product, branding, pricing and channel strategies.  

Nevertheless, we expect the global smart glasses market to evolve from a “Meta-dominated” structure to a “three-horse race” led by Meta, the Android XR OS ecosystem, and Apple starting from 2026/2027. 

Our Global Smart Glasses Ecosystem and Market Trends report analyses the global smart glasses competitive landscape, AI glasses penetration, new product SWOT and user experience, supply chain developments, as well as BOM and profit analysis. We will continue to monitor ecosystem developments and provide high-value updates in our reports, particularly around upcoming new product launches this year.