Global smart glasses shipments grew 139% YoY in H2 2025, according to Counterpoint Research’s Global Smart Glasses Model Shipments Tracker. AI smart glasses were the primary growth driver, with their share of total shipments rising to 88% in H2 2025. The strong momentum in AI glasses was supported by seasonal demand, Meta’s expanding product lineup, and a wave of new launches, particularly from Chinese vendors, including Li Auto, Rokid & BOLON, Baidu, Meizu, and several smaller OEMs.

In H2 2025, the global retail average selling price (ASP) of AI smart glasses increased to around $360 from $347 in H1 2025. This increase was driven primarily by price hikes on Meta’s new products, which accounted for the majority of market shipments. In contrast, the ASP of basic smart glasses declined significantly to around $63. This drop was mainly due to reduced shipments from premium smart audio OEMs such as Huawei and Amazon. During H2 2025, most smart audio glasses’ shipments were concentrated in the entry-level sub-$50 segment, dominated by OHO Sunshine and other smaller or white-label brands.

Looking at the competitive landscape, Meta further extended its leadership in H2 2025, with its market share rising to 82%, supported by a broader AI smart glasses portfolio. Shipments of the Ray-Ban Meta AI Glasses (Gen 1) peaked in Q3 2025, primarily driven by seasonal demand. Sales of the Ray-Ban Meta AI Glasses (Gen 2) officially commenced in September 2025, with shipments reflecting strong initial market traction. Sports-focused AI glasses, including the Oakley Meta HSTN and Oakley Meta Vanguard, together accounted for over 30% of Meta’s total shipments in Q4 2025. Overall, Meta dominated the global rankings for best-selling smart glasses models.

According to our analysis of user comments on Meta’s new products, positive feedback on video performance increased significantly for the Ray-Ban Meta AI Glasses (Gen 2). This suggests that Meta’s enhancements in video capture, including an upgrade in video resolution from up to 1080p to 3K, expanded frame rate options ranging from 720p at 120 fps to 3K at 30 fps, improved image stabilization algorithms, and support for hyperlapse and slow-motion recording, have been well recognized by users. For the Oakley Meta Vanguard, photography, audio performance, and product design emerged as the most frequently praised features. However, users continue to express expectations for further improvements in battery life across Meta’s new product lineup.

Outside of Meta, the overall market size of other OEMs remained relatively limited. Xiaomi (including its ecosystem brand Mijia), the market leader in China, ranked second behind Meta in H2 2025. Its shipments grew more than 200% YoY, driven by the launch of the Xiaomi AI Glasses on June 26, 2025. After addressing early product issues and rolling out software updates that improved overall performance, Xiaomi saw further growth in market demand for its AI glasses in Q3 2025.

Regionally, North America remained the largest market in H2 2025, accounting for 37% of total shipments. Western Europe surged to 30%, supported by Meta’s new product launches. India recorded 15x shipment growth in H2 2025 following Meta’s official launch in the country in May 2025, although it still represented only 2% of global volume. India is already seeing players such as B by Lenskart, Sarvam Kaze, JioFrames, and QWR, which will be introducing India’s first AI glasses. Meanwhile, China’s share declined to 6% despite an increase in shipment volume. Although numerous products were launched in China by the end of 2025, most devices shipped in relatively limited volumes.

The impressive growth in the global smart glasses market is expected to continue in 2026 and beyond, driven by Meta’s aggressive expansion plans through 2026, as well as an increasing number of new product launches from a broader range of OEMs, including major international tech players. The ongoing memory price hikes may pose some headwinds for the AI glasses market. Since current AI glasses enjoy relatively high gross margins and memory costs account for only a small portion of total expenses, we expect the price increase impact to be limited for now. We will continue to monitor developments and assess how this trend may affect the global smart glasses market.

For a detailed overview of the global smart glasses market landscape in H2 2025, please refer to the full Global Smart Glasses Ecosystem & Market Trends Report, H2 2025.

Notes:

For definitions of smart glasses and AI smart glasses and the criteria used to distinguish AI smart glasses from basic models, such as smart audio glasses, please refer to the relevant section in this article.

About Counterpoint Research

Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.

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