Meta Faces Unanticipated Demand for Ray-Ban Display Glasses, Halting Broader Distribution

Meta is facing an unexpectedly high demand that has left its new Ray-Ban Display glasses in short supply. So much so that the company has announced delays in their planned expansion.

Initially scheduled for wider availability in the UK, France, Italy, and Canada by early 2026, these plans have now been paused. Customers eager to purchase might have to wait until 2026 due to extended waiting lists.

Unforeseen Popularity

Andrew Bosworth, Meta's chief technology officer, addressed the demand phenomenon during an Instagram Q&A session, saying they did not foresee such a huge interest. "Our production is continuously meeting store shelves only to have the products sell out almost immediately," he explained.

Describing it as a novel and unfamiliar category, Bosworth remarked on the challenge of matching production with consumer expectations. "It's always a balancing act, and unfortunately, we've been way off mark this time," he confessed.

Technological Leap

The $799 price tag brings cutting-edge technology with a built-in display that overlays texts, maps, and captions onto the real world. These features are a stark advancement from their predecessors, which primarily served as standard eyewear with added functionalities.

Purchasing Challenges

Securing a pair isn't as simple as an online purchase. Meta insists potential buyers arrange a demonstration appointment at select retail locations. With distribution limited to certain Ray-Ban, Sunglass Hut, LensCrafters, and Best Buy outlets in the United States, availability can be restrictive.

Meta acknowledges their primary aim is to meet the American demand while reassessing global reach strategies.

A Noteworthy Eyewear Launch

Launched in October 2023, these AI-powered glasses have consistently been at the forefront of Meta's promotional events, like their well-attended Meta Connect gatherings.

Regulatory Roadblocks in Europe

Navigating European regulations has been complex for tech companies, Meta included. The European Union's Digital Markets Act enforces tight control over major online platforms. A specific instance in April 2025 saw Meta penalized €200 million by the European Commission for failing to offer a less data-intensive version of its services like Facebook and Instagram.

Such regulatory scenarios continue to challenge Meta, which has noted in public statements, including a 2024 letter from Mark Zuckerberg, that regulatory inconsistencies may exclude the EU from certain technological advancements. Despite these hurdles, a surge in demand that exceeds projections is perhaps a welcome predicament for Meta.