Google partners with Samsung to launch new smart glasses: Audio glasses to hit shelves this fall, challenging Meta's over 70% market share

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Google announced new AI smart glasses at the I/O 2026 event, featuring two models: audio glasses launching this fall and display glasses to follow, joining forces with Samsung, Qualcomm, Warby Parker, and Gentle Monster to form a cross-industry alliance. (Background: Google smart glasses Android XR makes its debut, expert review: three standout features that surpass Meta Ray-Ban) (Background context: Sneak peek at next-generation Meta Ray-Ban smart glasses features: facial recognition support, built-in AI assistant... launching 2026) Years ago, the term "glasshole" made Google Glass one of the most infamous pieces of dark history in tech. In 2023, Meta quietly made a comeback with Ray-Ban glasses, choosing to forgo screens and focus on voice and camera features, resulting in over 2 million units sold to date, capturing more than 70% of the smart glasses market share. Now, Google has declared its return at the I/O developer conference on May 19, 2026. Google's smart glasses this time come in two product lines. First up are the audio glasses: no display, primarily voice-operated, activated by "Hey Google" voice command or by tapping the side of the frame. They support real-time language translation, navigation prompts, notification summaries, as well as asking the environment questions and executing tasks—for example, a Googler in the live demo spoke directly to the glasses to complete an online coffee order. No phone needed throughout the entire process. The display glasses, which feature screen display functionality, will be released later, though Google has not yet announced the exact timeline for this model. The alliance lineup behind the product is the most noteworthy aspect of this collaboration: Samsung is responsible for co-designing the hardware, Qualcomm provides the chips, and design partners include Warby Parker (an American direct-to-consumer eyewear brand with an affordable fashion approach) and Gentle Monster (a Korean designer eyewear brand with a high-end artistic approach). The operating system runs on Android XR, compatible with both Android and iOS devices, with AI integration powered by Gemini. The audio glasses are expected to launch this fall, with pricing not yet announced. When Google Glass launched in 2013, it featured screen display and augmented reality as its main selling points, which was also one of the core reasons for its failure: low social acceptance, insufficient battery life, and unclear use cases. Consumers didn't know in what situations they should wear this thing, nor did the people around them know whether they were being photographed or identified. Meta's strategy was the opposite approach: minimize the technical specifications, hand the design over to Ray-Ban, and limit functions to just camera and voice, with the selling point being "looks no different from regular glasses." This seemingly compromised choice actually opened up the market. Data from Counterpoint Research shows that AI glasses sales grew 200% year-on-year in the first half of 2025, with Meta accounting for as much as 73% of the entire category. Google's choice this time to launch audio glasses first rather than going directly with a display version follows the same logic as Meta: first get glasses accepted, then expand the functional boundaries. The significance of bringing in Samsung and Qualcomm goes beyond hardware division of labor. Samsung has a complete supply chain and distribution channels within the Galaxy ecosystem, while Qualcomm is the primary chip supplier for AR/XR devices. Google's positioning this time is essentially to frame smart glasses as an extension device of the Android ecosystem, rather than a standalone product line. This reduces switching costs for consumers and gives Google the opportunity to form initial scale through its existing Android user base. As Google returns, new variables are also being added to the battlefield. Apple has also previewed that it will unveil smart glasses in 2026 and officially launch them in 2027, and this entry timing may determine the ceiling for the entire category. Meta itself isn't sitting still waiting for competitors either. The $800 display version of Ray-Ban Meta has paused its market expansion in the UK, France, Italy, and Canada due to "surging demand," while discussions are underway with manufacturer EssilorLuxottica to double production capacity to 20 million units by the end of 2025. "Will smart glasses replace smartphones?" This question has been raised over the past decade but has never truly been answered. Now the contours of the market are starting to take concrete shape: there are consumers willing to pay, multiple companies betting on mass production, and chip manufacturers supporting the computing power. The only thing still unclear is who can first turn "wearing them occasionally to try them out" into "standard equipment before heading out every morning."

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