The Great Face Race: A Rundown of Reported and Rumored Devices

• There won’t be one pair of smartglasses for everything; the future is a mix of AI glasses, XR headsets, and AR wearables.
• Reports suggest more than a dozen new headworn devices are on the way by 2028, with nearly every major tech company in the race.

The race for the face is on!

Headworn wearables have long been touted as the next big consumer tech category to replace the smartphone. There have been many attempts to break through, including 2013’s Google Glass and Oculus DK1, early glimpses of what was to come. Now, a decade later, the post-smartphone moment appears to be finally within reach. A wave of reports and speculative roadmaps suggests that the next three years will be filled with new headworn devices from nearly every major tech giant.

The fragmented future of facewear

In the headworn wearable space, there has long been discussion of a single, all-day, everyday pair of glasses, the mythical one device to rule them all. For many, the hope was that one set of smartglasses would eventually replace all the flat screens we use today.

However, the more realistic outcome is a diverse ecosystem of devices, each designed to meet different needs. That shouldn't be surprising. It's how we already operate. We turn to PCs and laptops for tasks that require more power and larger screens, such as gaming, design work, or long-form writing. Tablets and smartphones are used for lighter tasks and quick interactions, especially when we are on the move.

This year at AWE, both Qualcomm and Google took the stage to dispel the myth of a single all-purpose device, emphasizing instead that we should expect a wide range of headworn devices to emerge. Both companies outlined a future divided into two main categories: XR headsets and AI/XR glasses.

Within each of these categories are a range of variations, including both tethered and untethered devices. In the case of AI/XR glasses, these can include models with or without displays. They also vary in levels of immersion, from audio-only assistants to heads-up displays, and eventually to full AR or VR capabilities.

We’re already seeing this play out in the market. In the XR headset category, also referred to as spatial computers, we have devices like the Meta Quest 3, Pico 4, and Apple Vision Pro. In the AI/XR glasses category, there are AI-focused wearables, such as Meta Ray-Ban, Xiaomi AI Glasses, and Solos AirGo 3, as well as AR glasses, including Xreal One Pro, Rokid AR Spatial, and Snap Spectacles.

What we’re seeing now is just the beginning. With major tech players accelerating their efforts across various categories, what's upcoming promises to reshape how we experience computing.

More powerful next-gen XR headsets

The XR headset category has come a long way since the Oculus Kickstarter launched in 2013. Much of that progress is thanks to Meta, which acquired Oculus in 2014 and has since pushed the category forward, evolving it from pure virtual reality into mixed reality, where headsets can function as both VR and AR devices. The MR category was solidified in 2024 with the arrival of Apple’s long-anticipated head-worn wearable, the Apple Vision Pro.

Bloomberg recently reported that Apple may be planning to debut a new Apple Vision Pro as early as this year. This would be the first upgrade to Apple's new spatial computer. The update is said to focus on bettering performance and comfort, the latter addressing a common complaint about the first-generation device being too heavy for extended use.

Apple-focused analyst Ming-Chi Kuo published his version of a proposed headset roadmap, outlining several devices Apple is reportedly developing across both the headset and glasses categories. His roadmap includes a potential Vision Pro update slated for release this year, featuring a processor upgrade from the original M2 chip to a next-generation M5, the chip expected to be the next in line for Apple’s silicon. Kuo also includes an all-new Vision Pro on his roadmap for 2028. This, he suggests, would be a completely redesigned device which would also run on the latest Mac-grade processing unit.

As the leader in this category, Meta has consistently released updates to its Quest line. This year brought the debut of the Meta Quest 3S, a special edition headset developed in collaboration with Xbox. However, according to UploadVR, this may be the only headset release from Meta this year. Their report suggests that the next Quest headset is slated for 2027.

The XR headset category will also see a new competitor enter the mix. Samsung’s upcoming device, developed in collaboration with Google and Qualcomm, was officially confirmed at Google I/O. Currently known as Project Moohan, it’s expected to be the first Android XR headset with Gemini AI integrated. While no official launch date has been announced, a report from Korean outlet Newspim suggests the device may debut in Korea as early as September and then go on sale in October, with a broader global rollout to follow.

The laptop moment for XR headsets

One of the biggest shifts expected in the headset category is the move away from bulky hardware toward lighter, more wearable form factors. Getting there may require trade-offs in design and capabilities, but the upside is longer wear times and broader use. I call this the “laptop moment” for XR headsets: a transition from heavy, PC-like devices we have today to something more portable, comfortable, and designed for everyday use.

According to the same report from Kuo, an all-new form factor for Vision Pro, which he dubs "Vision Air", could arrive in 2027. He suggests the device may be around 40% lighter and more affordable than the original, made possible by swapping premium materials like glass and titanium for plastic and magnesium alloy, and by reducing the number of onboard sensors. Kuo also notes that this version would likely run on the latest iPhone processor.

Meta, too, has been reported to be moving toward a lighter version of its XR headset. According to The Information, the device is described as a pair of goggles weighing around 100 grams, capable of mixed reality similar to the Quest 3. It’s expected to forgo controllers, relying instead on hand and eye tracking for input.

The same report also suggests that TikTok’s parent company, ByteDance, is working on a new mixed reality device, said to resemble lightweight goggles rather than a traditional headset. This marks a departure from the bulkier hardware previously released by Pico, its AR/VR division. Pico’s most recent device, the Pico 4, was a standalone VR headset positioned as a competitor to the Quest 2. However, according to The Information, plans for a Pico 5 were canceled, with the company shifting its focus from VR to mixed reality.

The AI glasses explosion

While innovation continues in the XR headset space, the real category to watch is AI glasses. These devices have captured the attention of the tech industry, the fashion world, and mainstream consumers, and they’re already showing strong signs of becoming the breakout wearable in the consumer market. Their appeal lies in both design and positioning: they’re more fashionable, more affordable, and better suited as companions to the smartphones we rely on every day, rather than direct replacements.

Meta Ray-Ban remains the leading incumbent in the AI glasses space, backed by its deep partnership with eyewear giant EssilorLuxottica. As reported by Vogue Business, EssilorLuxottica shared in late 2024 that the glasses had become the top-selling product in the majority of Ray-Ban stores across EMEA, surpassing 2 million units sold since launch. Production is expected to scale up to 10 million units annually by 2026.

Meta has made several notable moves this year in the AI glasses space. Oakley joined as a new brand partner with the launch of the Oakley HSTN, now available for purchase. It continues to offer its Ray-Ban glasses in various styles and across different geographic regions. And Prada is rumored to be the next brand we may see in its lineup, a prospect that seems increasingly likely following reports that Meta is taking a ~3% stake in eyewear giant EssilorLuxottica.

But the most significant update yet may be what's ahead. According to a report from Bloomberg, Meta is planning to launch a new version of its Ray-Ban glasses with an integrated display. This would let users see information directly in their field of view. The device is expected to support notifications and simple apps, potentially controlled by gestures on the glasses or through a wrist-worn accessory.

Meta is not alone in the rapidly growing AI glasses category. This year, Xiaomi introduced its latest pair of smartglasses, the Xiaomi Mijia Glasses, which feature a camera, a microphone, and on-device AI assistant capabilities, all packed into a lightweight, display-free frame. Meanwhile, Solos continues to expand its lineup with the AirGo 3, modular AI glasses that offer interchangeable frames and open-ear audio, powered by ChatGPT for real-time assistance.

Google has also signaled its intent to compete in the AI glasses space, powered by its Android XR platform. The company previewed its own Android XR smartglasses, featuring a camera, microphone, speakers, and an optional in-lens display at Google I/O and then again on the TED 2025 stage. Like Meta, Google is teaming up with fashion eyewear brands to bring these products to market, announcing partnerships with Warby Parker, Gentle Monster, and Kering Eyewear. Shortly after, it was reported that Google invested $100 million for a ~4% stake in Gentle Monster’s parent company, IICOMBINED — a clear signal of its renewed commitment to the category, and a broader shift toward eyewear brands becoming the OEMs of the next wave of consumer devices.

Apple and Bytedance may also be preparing to enter the AI glasses category. According to analyst Kuo's proposed roadmap, Apple is expected to debut its first pair of AI smartglasses in 2027, featuring multiple frame options and a focus on audio, camera, and on-device intelligence. Reports from The Information suggest that Bytedance is developing its pair of AI glasses.

AR glasses inch forward

The most anticipated evolution in headworn technology is true AR glasses devices, which go beyond heads-up display AI glasses by integrating onboard sensors to blend the digital and physical worlds. These glasses promise immersive, spatially aware experiences everywhere we go.

While AR glasses are technically available today, they’re primarily being used by developers and early adopters as experimental platforms. Snap’s Spectacles, Xreal’s Air series, and Rokid’s AR Spatial glasses are just a few of the early devices helping to shape how software and interaction models will eventually function in this new category.

Last year, we finally caught a glimpse of what Meta is building in AR through demos and a live on-stage presentation of its Orion prototype at Connect 2024. Meta has since opened access to the device for employees and select external developers for iterative testing. However, the company has not shared any timeline for when Orion might become available as a consumer product.

On the Snap side, the company made headlines with its announcement of a public release of Specs in 2026, a major milestone after years of limiting the device to creators and developers. The upcoming version is expected to build on Snap’s deep AR Lens and camera expertise. CEO Evan Spiegel said as part of the announcement, "We believe Specs are the most advanced personal computer in the world, and we can’t wait for you to see for yourself.”

Looking further out, analyst Kuo has projected a 2028 release window for Apple’s AR glasses, which he categorizes as “XR Glasses” in his roadmap. According to Kuo, the device is expected to support voice and gesture control, feature waveguide-based LCoS color displays, and rely heavily on AI as a core capability. Like other reports he has made in this space, these projections remain unconfirmed by Apple.

The road to reality

The race for the face is no longer theoretical. It's accelerating across categories and form factors. From lightweight AI glasses to full-featured XR headsets and long-horizon AR prototypes, the next wave of computing is being built right before our eyes. What’s clear is that there won’t be a single device to rule them all. Instead, we’ll see a spectrum of wearables emerge, each tailored to specific use cases, communication, content, navigation, creation, and beyond.

The next few years will be critical in shaping how these devices evolve from early experiments into everyday essentials. Expect blurred lines between categories, fast iteration in hardware and AI, and growing influence from fashion, accessibility, and even cultural shifts. If smartphones made screens central to our lives, the face race is about to redefine how and where we experience the digital world.

Disclosure: Tom Emrich has previously worked with or holds interests in companies mentioned. His commentary is based solely on public information and reflects his personal views.