Meta’s Ray‑Ban smartglasses, priced between $300 and $500, have become a favorite among vloggers for their covert recording ability. Chinese start‑up Even Realities argues that such devices turn users into “douchebags with a camera on their faces,” pushing the market toward a privacy‑focused alternative today and tomorrow.

Even Realities’ $600 G2 glasses lack cameras and discard audio after use, appealing to users wary of data harvesting. Founder Will Wang, a former Apple Watch engineer, claims Meta subsidizes its lower‑priced Ray‑Bans to amass data, forcing the industry toward a model that could become the new norm for investors.

Meta counters the lawsuit by saying captured data remains on the device unless shared, and the company filters out identifying information. The legal dispute, coupled with rising shipment growth of 322% in 2025, highlights the sector’s rapid expansion, with Meta holding over 85% of the market share in 2026 today.

Even Realities targets sales of its sleek black headsets in the hundreds of thousands this year, aiming for 20‑30% of the premium segment within five years. Backed by Tencent, HongShan, and Inovance, the company focuses on the U.S., Middle East, Japan, and Europe, deliberately excluding China in 2026 for growth.