合作伙伴在定价与促销议题上曾多次进行内部辩论，但未曾演变成公开对峙；有一人表示，定价谈判通常每年会进行两到三次，且可能伴随连续数日的讯息往返。2023年9月推出 Ray-Ban Meta 智慧眼镜后，Meta 在 2023年11月主张推出黑色星期五折扣，EssilorLuxottica 反对，最终没有折扣，不过曾出现部分第三方礼品卡促销。在 2021年推出 Ray-Ban Stories 之前，Zuckerberg 曾提出约 $250 的入门价格，EssilorLuxottica 主张更高价格，双方最后定于 $299；最新的 Meta Ray-Ban Display 机型定价为 $799。
IDC 估计智慧眼镜市场将以每年超过 29% 的速度成长，到 2029 年接近 30 million units，达到 10.8 billion 美元，而智慧型手机每年出货量则远超过 10 亿支。EssilorLuxottica 表示，2025 年经调整毛利率下滑 2.6 个百分点至营收的 60.9%，其中 AI 眼镜约占影响的三分之二，且高层指出在 9 月推出 Meta Ray-Ban Display 后，下半年逆风加剧。EssilorLuxottica 股价自 2024 年初以来上涨约 30%，但在 2026 年回落；Meta 在 2025 年揭露持有 EssilorLuxottica 至少 3% 的股份，双方合作并已于 2024 年延长 10 年。
Meta Platforms Inc. and EssilorLuxottica SA sold more than 7 million Ray-Ban and Oakley AI frames in 2025, with sales accelerating in the second half after new models were introduced, and they are targeting further expansion in 2026. Meta delayed the international rollout of Meta Ray-Ban Display frames in January 2026 after US demand outstripped supply, and Bloomberg reported on January 13, 2026 that Meta suggested raising production capacity to 20 million units in 2026, or even more than 30 million. Mark Zuckerberg said on a January 28, 2026 earnings call that sales of the glasses “more than tripled” in 2025.
The partners have had repeated internal debates over pricing and promotion without an outright standoff, and one person said pricing talks typically happen two or three times a year and can involve message exchanges lasting for days. After the September 2023 launch of Ray-Ban Meta smart glasses, Meta pushed for Black Friday discounts in November 2023, EssilorLuxottica objected, and there were no discounts, though some third-party gift-card promotions occurred. Before the 2021 launch of Ray-Ban Stories, Zuckerberg floated an entry price of about $250, EssilorLuxottica pushed higher, and the partners settled at $299; the latest Meta Ray-Ban Display models are priced at $799.
IDC estimates the smart-glasses market will grow at an annual rate of more than 29% to nearly 30 million units by 2029, reaching $10.8 billion, while well over 1 billion smartphones are shipped annually. EssilorLuxottica said adjusted gross margin fell by 2.6 percentage points in 2025 to 60.9% of revenue, with AI glasses accounting for about two-thirds of the impact, and executives said headwinds increased in the second half after the September release of Meta Ray-Ban Display. EssilorLuxottica shares rose about 30% since the start of 2024 but lost ground in 2026, Meta disclosed a stake of at least 3% in EssilorLuxottica in 2025, and the collaboration was extended for 10 years in 2024.