Meta launches new attack in the smartwatch market Apfelpatient

According to a report by The Information, Meta plans to launch its own smartwatch later this year. The device is said to feature health tracking and integrated Meta AI. This would put Meta in direct competition with the Apple Watch and other established smartwatch brands.

After a halted initial attempt several years ago, Meta is now reviving the project. The new watch is part of a larger hardware strategy with which the company aims to establish itself in the wearable technology sector in the long term.

Back in 2022, Meta had already been working on several smartwatch models. At the time, the company even planned three different versions, including variants with an integrated camera. However, the project was discontinued as a result of extensive budget cuts within the Reality Labs hardware division.

Reality Labs is the department where Meta works on virtual reality, augmented reality, and mixed reality technologies. The cost-cutting measures affected several hardware projects. The smartwatch was temporarily shelved. Now the project is being revived – in a revised form and with a new focus.

The new model "Malibu 2"

The current smartwatch is internally codenamed "Malibu 2". Contrary to the original plans for multiple camera models, it currently appears that these variants will not be part of the future product range. The new Meta smartwatch is intended to:

Integrate health tracking features
have a built-in meta-AI
directly competing with the Apple Watch

With the AI integration, Meta positions the device not only as a fitness tracker, but as an intelligent, networked wearable within a larger device ecosystem.

Joint launch with updated Ray-Ban glasses

The smartwatch could be released alongside an updated version of Meta's Ray-Ban smart glasses. This new version is reportedly equipped with facial recognition.

Meta launched its Ray-Ban Display AR glasses last year. Demand was apparently so high that the international launch had to be postponed.

One technical detail of these glasses is particularly relevant: they use a neural wristband for gesture control. It's reasonable to assume that the new smartwatch could adopt or integrate this control system in the future. This would allow the watch not only to collect health data but also to function as a control center for other meta-devices.

Mixed-reality glasses „Phoenix“ postponed to 2027

In parallel with the smartwatch, Meta is continuing to develop mixed-reality glasses with the internal codename "Pheonix". However, these are not expected to be released until 2027.

The reason for the delay apparently lies in strategic considerations. Meta executives fear that too many new devices in a short period could confuse customers. A staggered market launch is intended to create clarity and better position the individual products. The order of the planned products is thus becoming clear:

Smartwatch "Malibu 2"
Updated Ray-Ban smart glasses
Mixed reality glasses "Pheonix" (from 2027)

Competition with Apple is intensifying

While Meta is reorganizing its hardware strategy, Apple is also working on several new wearable devices. According to a Bloomberg report, Apple is developing:

Smart glasses as competition for Meta's models
an AI pin
AirPods with integrated cameras

All of these products are intended to connect to the iPhone and be compatible with a smarter version of Siri that is currently under development.

Apple plans to launch its smart glasses in 2027. The AI pin could appear in the same year, provided development proceeds as planned. The new AirPods with cameras could even be released this year.

Meta plans a coordinated wearable ecosystem

Meta is launching a new attempt in the smartwatch market with "Malibu 2". After the project was halted in 2022 and the cutbacks at Reality Labs, the strategy is now being realigned. The planned smartwatch is intended to combine health tracking and integrated Meta AI and compete directly with the Apple Watch.

In parallel, Meta is developing other devices such as an updated Ray-Ban smart glasses and the mixed-reality glasses "Pheonix", the market launch of which has been postponed to 2027. The goal is to build a coordinated product ecosystem without overwhelming the market with too many innovations at once.

At the same time, competition is intensifying with Apple, which is also working on smart glasses, AI hardware, and new audio products. The market for AI-powered wearables is expected to develop much more dynamically in the coming years. Meta is once again positioning itself as a serious player in the hardware sector. (Image: Shutterstock / PJ McDonnell)