2025 marked a turning point in Meta’s wearable portfolio. While its VR headset business continued to contract, Meta’s AI smart glasses entered a breakout growth phase, reshaping the company’s hardware trajectory.
SAG tracking shows Meta’s smart glasses category expanded at a triple-digit pace year over year, driven by rapid adoption of new Ray-Ban and Oakley models. Growth accelerated sharply in the second half of the year as product availability widened and higher-value SKUs gained traction. The portfolio transition was not just about volume — it fundamentally improved category economics. Average selling prices climbed alongside mix upgrade, pushing smart glasses revenue growth far ahead of shipment growth.
In contrast, Meta’s VR segment followed a classic post-launch cooldown cycle. After the previous year’s hardware refresh spike, shipments trended lower throughout 2025 as demand normalized and ecosystem expansion remained limited. Pricing pressure intensified, and the category increasingly relied on entry-tier models to sustain volume.
The divergence between the two businesses is obvious. Smart glasses are beginning to behave like an emerging consumer electronics platform, supported by expanding product tiers and improving consumer awareness and adoption. VR headsets, meanwhile, remain dependent on hardware refresh cycles and niche usage patterns. From a portfolio perspective, Meta’s wearable growth engine is clearly shifting.
SAG’s latest report provides quarterly global shipments, trade wholesale ASP trends, and revenue breakdowns across Meta’s smart glasses and VR headset lineup, offering a detailed view of how the mix shift is unfolding and what it implies for the wearable market trajectory.
Clients please click here to access the full report.