Apple Intensifies AI-Driven Wearables Push, Challenging Meta and EssilorLuxottica

Apple is accelerating its development of AI-powered glasses, a pendant, and enhanced AirPods, signaling a broader push into wearable technology and directly challenging the established partnership between EssilorLuxottica and Meta Platforms. This move comes as EssilorLuxottica shares face a potential downturn, pressured by the looming competition in the smart glasses market.

The Rising Competition in Smart Glasses

The smart glasses market is heating up, with several tech giants vying for dominance. EssilorLuxottica, the parent company of Ray-Ban, Oakley, and Persol, has partnered with Meta to manufacture and sell AI-equipped eyewear, positioning itself as a leader in this emerging category. Francesco Milleri, Chairman and CEO of EssilorLuxottica, has stated that glasses are “poised to become the central device in people’s lives, possibly replacing smartphones.” The company is expanding production capacity for Ray-Ban Meta, aiming for 10 million annual units by the end of 2026 [1].

Apple’s Countermove: A Multifaceted Approach

Apple’s strategy extends beyond glasses, encompassing a pendant and upgraded AirPods, all powered by artificial intelligence. While true, lightweight augmented reality glasses remain years away, Apple’s initial smart glasses will function as an accessory to the iPhone, similar to the Apple Watch or AirPods, offering auxiliary features and reducing reliance on the smartphone [2]. The company is focusing on designs that prioritize fashion, offering multiple material and frame options, including metal and plastic, and potentially utilizing 3D printing technology for manufacturing [2].

EssilorLuxottica’s Position and Future Outlook

Despite its strong position with Meta, EssilorLuxottica’s stock has been impacted by the anticipation of Apple’s entry into the market. The company’s success is increasingly tied to the growth of its smart glasses division, making it particularly vulnerable to competition. However, EssilorLuxottica is also expanding into other areas, including medical technology and hearing assistance with its Nuance Audio glasses, diversifying its portfolio beyond traditional eyewear [3].

The Evolution of the Partnership Between EssilorLuxottica and Meta

EssilorLuxottica and Meta have been building on their successful partnership, showcasing the next generation of AI glasses at Meta Connect in Paris and Menlo Park in September 2025 [1]. This collaboration has already yielded promising results, but the entrance of Apple into the market adds a new layer of complexity.

Key Takeaways

• Apple is aggressively expanding its wearable technology portfolio with AI-powered glasses, a pendant, and enhanced AirPods.
• EssilorLuxottica’s partnership with Meta is facing increased competition from Apple.
• The smart glasses market is poised for significant growth, potentially rivaling the smartphone market in prevalence.
• Apple’s initial smart glasses will likely function as an iPhone accessory, offering auxiliary features.