Samsung Enters Smart Glasses Race: Can Project HAEAN Challenge Meta's Dominance?

At MWC 2026, Samsung finally lifted the curtain on its highly anticipated project. The Korean electronics giant announced it would launch its first AI-powered smart glasses in 2026, marking Samsung's inaugural entry into this rapidly growing consumer electronics category. The announcement not only captured industry attention but also signaled Samsung's ambition to challenge Meta's dominant position in the smart glasses market.

Three Years in the Making: Samsung's Smart Glasses Journey

Back in 2023, while most consumers were still沉浸在智能手机的世界里, Samsung had already begun secretly developing its smart glasses project in partnership with Qualcomm and Google. According to sources familiar with the matter, the project was internally codenamed "Project HAEAN," representing Samsung's全新的探索方向.

"We have always been thinking about what comes next in computing," said Mr. Kim, Samsung's Head of Mobile Business, in an exclusive interview at MWC 2026. "Smart glasses are not just a pair of glasses—they are a vehicle for artificial intelligence, a bridge between the physical and digital worlds." This sentiment echoes Meta CEO Mark Zuckerberg's repeated assertions that smart glasses will become the next major computing platform after smartphones.

First Technical Details: An AI-Driven New Species

Based on the initial details revealed at MWC 2026, Samsung's AI smart glasses will feature the following core capabilities:

First, and most notably, is the built-in camera system. Unlike traditional AR glasses, Samsung has taken a more pragmatic approach—the camera on the glasses will primarily serve as the "eyes" for the phone's AI, transmitting captured footage in real-time to the smartphone for processing. This means users won't need to carry additional computing devices; the glasses themselves will focus on sensing and display functions.

Second, on the chip front, the glasses will be powered by a mobile processor specifically designed for AR devices by Qualcomm. The chipmaker confirmed the partnership, stating it would provide the first mass-produced AR chip solutions for Samsung in 2026. Google, meanwhile, provides support through its Android XR platform, ensuring seamless integration with the Android ecosystem.

Third, and perhaps most intriguing, is the AI capability. Samsung positions the glasses as the hardware carrier for an "AI Agent," enabling users to complete tasks like photography, translation, and information queries through voice commands. The built-in microphone array and directional speakers will support natural language interaction, allowing users to accomplish complex operations without ever taking out their phones.

Market Landscape: Meta's Reign and Samsung's Challenge

When discussing the smart glasses market, one cannot ignore the Meta Ray-Ban partnership. Launched in 2023, the Ray-Ban Meta glasses experienced explosive growth in 2024. According to market research, Meta sold approximately 7 million units of Ray-Ban smart glasses in 2024, double the previous year's figure. More strikingly, Meta currently controls about 82% of the global smart glasses market, creating something close to a monopoly.

This dominance背后，是Meta在AI和硬件上的持续投入。Ray-Ban Meta glasses come equipped with a built-in Meta AI assistant, allowing users to wake the voice assistant with "Hey Meta" to complete various tasks from photo-taking to information queries. More importantly, Meta has successfully freed the AI assistant from the smartphone screen,赋予它感知现实世界的能力.

However, this market explosion has also sparked privacy controversies. Recently, multiple class-action lawsuits have been filed against Meta's smart glasses across the United States, alleging unauthorized video and audio recording that seriously violates privacy rights. The litigation documents cite Meta's approximately 7 million units in sales, holding the company legally accountable.

2026: The Year of Smart Glasses?

Samsung's entry makes 2026 a pivotal year for the smart glasses market. Analyst Ming-Chi Kuo predicts global smart glasses shipments will exceed 15 million units in 2026, representing year-over-year growth of over 50%. This growth is primarily driven by maturing AI technology and improvements in the supply chain.

Can Samsung carve out a market share in a market dominated by Meta? The answer may depend on three critical factors:

First, pricing strategy. Ray-Ban Meta glasses retail at $300-$400, positioning them in the mid-to-high-end consumer electronics category. Samsung needs to find a balance in pricing that reflects its brand value while facing Meta's scale advantages.

Second, AI experience. As hardware becomes increasingly commoditized, AI capabilities will become the core competitive differentiator. How Samsung leverages its积累在手机AI助手（Bixby）上的经验 to create differentiated user experiences will be crucial to its success.

Third, ecosystem integration. Compared to Meta, Samsung boasts a broader hardware product portfolio—phones, tablets, watches, TVs. Whether Samsung can seamlessly connect these devices with smart glasses, providing an experience Meta cannot replicate, will be a significant competitive advantage.

Looking Ahead: What's Next

Samsung's entry marks a critical step in smart glasses' journey from "geek toy" to "mass consumer product." With continuous advancement in AI technology and maturation of the supply chain, we have reason to believe smart glasses will experience explosive growth in the coming years.

For the entire industry, the competition between Samsung and Meta will drive technological progress and price reductions, ultimately benefiting consumers. 2026 might just be, as the industry suggests, the true "Year of Smart Glasses."

Reference Sources: CNBC, Android Headlines, CapWolf, MoneyCheck, Find Articles, WebPronews