Back in January, Bloomberg posted a report titled “Meta Plans Oakley-Branded Glasses, Explores Watches and [camera Equipped] Earbuds.” The effort includes developing Oakley-branded smart glasses for athletes this year, according to people with knowledge of the matter. Meta's devices group, Reality Labs, also plans to release new high-end glasses with a built-in display in 2025, said the people, who asked not to be identified because the initiatives haven't been announced.

Other products underway would compete with Apple Inc.'s smartwatch and AirPods, the people said. And the company is making headway on its first true augmented reality product — a holy grail for the tech industry — for release around 2027. 

The flurry of products is part of a bid to reposition Meta as an AI innovator, with a focus on hardware that can usher in the next era of computing. The social media company has spent tens of billions on augmented and virtual reality development and launched multiple versions of headsets and glasses, but broad consumer acceptance has remained elusive.

Today we’re learning that Meta and Oakley will be launching new smartglasses on Friday, June 20. No details or pricing have been revealed.

Knowing that Apple aims to challenge Meta in the years to come, Meta is putting the pedal to the meddle to keep the pressure on Apple.