Samsung is stepping into the burgeoning smart glasses arena, poised to present its most significant challenge yet to Meta’s dominance in the device category. The South Korean tech behemoth recently detailed the functionalities of its upcoming intelligent eyewear, prominently featuring intuitive gesture controls. This move marks a strategic pivot, aiming to leverage Samsung’s established consumer electronics ecosystem to penetrate a market currently spearheaded by the social media giant.
Samsung initially showcased these “intelligent eyewear” products at the Google I/O conference in May. Developed in collaboration with fashion partners Gentle Monster and Warby Parker, the devices were presented with limited details regarding their design and operational capabilities. However, at its recent Galaxy Unpacked event, Samsung unveiled more concrete specifications. As previously reported, the glasses are equipped with an integrated camera designed to capture the user’s field of vision, enabling the recording of videos or the scanning of visual information like whiteboards and presentations, which can then be transcribed into organized notes.
The smart glasses also promise enhanced productivity by offering the ability to summarize lengthy messages received on a paired smartphone, with audio playback directed through the glasses’ built-in speakers. Powering these sophisticated features is Qualcomm’s Snapdragon AR1 Gen1 chip, a testament to Samsung’s commitment to leveraging cutting-edge mobile processing technology. While these glasses necessitate tethering to a smartphone for full functionality, they will come with a portable charging case for convenience on the go.
James Choi, Executive Vice President at Samsung and the leader of the research and development division behind the glasses, highlighted the ongoing testing of gesture controls, which are being explored in conjunction with Samsung’s smartwatches. This integration suggests a future where users could initiate actions on their smart glasses through specific hand gestures recognized by their smartwatch. Moreover, the potential exists for gestures to be recognized and executed via other Samsung wearable devices, such as the Galaxy Ring, which debuted in 2024. Choi also indicated that a broader range of designs and color options will be available at launch this Fall, catering to a wider consumer preference.
The smart glasses market, though still nascent, is a strategic battleground. Meta has been the dominant force since 2021 with its range of smart glasses, including the popular Ray-Ban line. According to IDC, Meta held a substantial 69.2% market share in the first quarter of 2026. The company has been actively expanding its offerings, releasing more accessible entry-level smart glasses priced at $299 and the premium Meta Ray-Ban Display glasses with integrated displays in 2025.
While Samsung has not yet disclosed pricing for its smart glasses, Choi characterized the product as a “premium” offering, suggesting it will be positioned above the lower-end market segment but not prohibitively expensive. Sales will be channeled through Samsung’s partner networks.
Industry analysts anticipate a competitive landscape. Paolo Pescatore, founder of PP Foresight, views Samsung’s entry as a significant challenge to Meta. However, he cautions that Samsung must go beyond mere hardware to demonstrate compelling everyday use cases and prove its ability to persuade consumers to adopt devices beyond their primary smartphone. “Eyewear represents another valuable upsell opportunity, but Samsung must deliver compelling everyday use cases and prove it can persuade consumers to buy into more than just the smartphone,” Pescatore told CNBC.
Francisco Jeronimo, an analyst at IDC, speculates that Samsung might price its smart glasses between $600 and $700 to reinforce its premium brand image. However, he warns of a potential pitfall if the price point is high without offering significantly advanced features compared to Meta’s current offerings. “That is going to be quite a difficult move to sell that kind of device,” Jeronimo commented.
Choi acknowledged that Samsung is in the nascent stages of its smart glass journey, anticipating it to remain a niche market in the initial phase, with sales likely not reaching 100 million units in the early days. He declined to provide specific sales projections for Samsung. The company’s strategic approach appears to be one of gradual market penetration and technological refinement, aiming to establish a strong foothold in a category ripe for innovation and consumer adoption.
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