Meta’s AI-powered Ray-Ban Display glasses are experiencing unprecedented demand, with waitlists extending well into 2026 and the company struggling to keep units on store shelves. The tech giant announced Tuesday that it would pause its planned international expansion to the UK, France, Italy, and Canada, originally scheduled for early 2026, to focus on fulfilling orders in the United States.
The $799 Display glasses represent a significant leap forward in AI wearable technology, featuring a built-in screen that can display text messages, maps, and real-time captions overlaid on the real world. This marks a substantial upgrade from the first-generation AI glasses released in October 2023, which functioned primarily as regular glasses with added cameras and voice controls.
Meta’s Chief Technology Officer Andrew Bosworth addressed the supply shortage during an Instagram ask-me-anything session on Monday, responding to customer questions about when more units would arrive at Best Buy locations. “The demand has been much higher than we anticipated,” Bosworth explained. “As soon as we produce things, we’re bringing them to stores, and they’re selling out, and we’re continuing to do that.” He acknowledged that predicting demand for a new product category proved challenging, noting the company hoped to “not be off by as much as we’ve been off here.”
The purchasing process itself reflects the premium nature of the product. Meta requires shoppers to schedule in-person demo appointments at select retailers rather than simply ordering online. The glasses are currently available only at specific Ray-Ban, Sunglass Hut, LensCrafters, and Best Buy locations across the United States.
Regulatory challenges in Europe may have influenced Meta’s expansion decision. The European Union has maintained strict enforcement of its Digital Markets Act, which governs large digital platforms. In April 2025, the European Commission imposed a €200 million fine on Meta for allegedly failing to offer versions of Facebook and Instagram that use less personal data. Meta CEO Mark Zuckerberg previously warned in a 2024 open letter that the EU might miss out on AI innovations due to “inconsistent regulatory decision making.”
Despite the supply constraints and regulatory headaches, the sellout success represents a major win for Meta’s hardware ambitions, demonstrating strong consumer appetite for AI-integrated wearable technology and validating the company’s investment in the emerging smart glasses category.
Key Quotes
The demand has been much higher than we anticipated. As soon as we produce things, we’re bringing them to stores, and they’re selling out, and we’re continuing to do that.
Meta CTO Andrew Bosworth explained the supply shortage during an Instagram AMA session, revealing the company significantly underestimated consumer appetite for AI-powered glasses and is struggling to scale production quickly enough to meet demand.
It’s a new product, a new category, you kind of don’t really know, and you want to make sure you produce to match your expected demand, and you hope to not be off by as much as we’ve been off here.
Bosworth acknowledged the difficulty of forecasting demand for an entirely new product category, admitting Meta’s production planning missed the mark on how popular the AI Display glasses would become with consumers.
We’ll continue to focus on fulfilling orders in the US while we re-evaluate our approach to international availability.
Meta’s official statement from its blog post confirms the company is prioritizing the American market and postponing European expansion indefinitely, likely due to both supply constraints and regulatory complications in the EU.
Our Take
Meta’s Ray-Ban AI glasses success story reveals a crucial insight: consumers will adopt AI hardware when it solves real problems elegantly. Unlike previous failed attempts at smart glasses, Meta succeeded by partnering with a fashion brand, keeping the design stylish, and integrating genuinely useful AI features like real-time captions and contextual information overlays. The $799 price point, while premium, hasn’t deterred buyers who see value in hands-free AI assistance.
The supply crisis, while frustrating for consumers, actually strengthens Meta’s market position by creating scarcity and buzz. However, the European regulatory situation remains concerning—Meta’s willingness to delay international expansion rather than navigate EU data privacy requirements suggests deepening tensions between American tech innovation and European consumer protection priorities. This could create a two-tiered global market for AI products, with Europeans potentially missing cutting-edge innovations or receiving them years later than American consumers.
Why This Matters
This story signals a potential breakthrough moment for AI wearables and augmented reality technology. Meta’s inability to meet demand suggests consumers are finally ready to embrace AI-powered glasses beyond early adopters, marking a possible inflection point for the industry. The success validates years of investment by Meta in hardware and AI integration, potentially encouraging competitors like Apple, Google, and Snap to accelerate their own smart glasses development.
The supply shortage also highlights the manufacturing challenges facing AI hardware companies as they scale production of sophisticated devices combining optics, displays, cameras, and AI processing. Meta’s decision to prioritize the US market over international expansion demonstrates how regulatory uncertainty in Europe continues to shape product rollout strategies for American tech giants.
For the broader AI industry, these glasses represent a new interface for AI interaction beyond smartphones and computers, potentially opening new use cases for AI assistants, real-time translation, and contextual information delivery. The strong demand suggests consumers see practical value in AI features when seamlessly integrated into everyday wearables.
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