Manufacturers of high-tech eyewear are multiplying their innovations with ever more discreet models in an attempt to make a difference in a highly competitive - and rapidly evolving - market.
Real-time translation, GPS, cameras: eyewear is rapidly adopting new functionalities.
"There are so many of these smart wearables, and more and more of them are being put on your face," Techsponential analyst Avi Greengart said at the Consumer Electronics Show (CES) in Las Vegas, where numerous smart-eyewear makers showcased their latest innovations.
The industry has come a long way since its early days. Gone are the visible protrusions of Google Glass and the bulky frames and cables of Epson's Moverio from early 2010.
Today's smart glasses, all connected to smartphone apps, are looking more and more like traditional ones. Ray-Ban Meta, developed by Mark Zuckerberg's social media giant, are now leading the market with this new approach.
According to a recent MarketsandMarkets study, the sector's growth is "driven by advances in augmented reality, artificial intelligence and miniaturisation technologies that are pushing the boundaries of what these wearables can achieve".
However, integrating technology into fashion frameworks requires careful compromise.
The Ray-Ban Meta, for example, can capture photos and videos, play music, and provide information about objects in sight, but it doesn't offer augmented reality with superimposed images.
Meta representative Robin Dyer explained that while AR capabilities will come later, they will likely double the current price.
200 dollars
Price is a major battleground in this market, especially with the entry of Chinese manufacturers.
While Google Glass initially retailed for around $1,500 in 2013, today's smart glasses are approaching the price of premium conventional frames.
Meta's James Nickerson noted that their collaboration with Ray-Ban starts at $300, just $50 more than standard Ray-Bans, and comes with a "cool camera" as a bonus.
California startup Vue has dropped prices even lower, offering basic models with voice assistant and music capabilities for $200.
Some manufacturers, such as XReal, are focusing on augmented reality, projecting displays on smartphones, PCs or gaming consoles - though that's a market Apple's Vision Pro failed to generate excitement for last year.
For AR, recent advances are helping to move away from the bulk of virtual reality headsets to that of classic sunglasses, even if they require a cable to connect to the device.
Meta's ambition is to launch its own stripped-down version, Orion, which is currently in the testing phase but not expected to be released until 2027.
Being cool
Companies like Even Realities and Halliday are pioneering ultrathin frames that look identical to standard glasses while offering basic AR capabilities.
"If we want to create a good pair of smart glasses, we first need to create a pair of cool glasses," emphasizes Carter Howe, deputy head of Halliday.
Halliday's model, costing $489 and launched in March, displays text in the top corner of the wearer's vision. Using artificial intelligence, it can offer responses during conversations, provide real-time translation and function as a discrete teleprompter.
The company Even Realities has also opted for a minimalist approach.
"We got rid of the speaker, we got rid of the camera," explained the company's Tom Owyan. "The glasses are for the eyes, not the ears." | BGNES, AFP
