Meta and Snap are preparing to unveil their latest augmented reality (AR) glasses in September, setting the stage for a new phase in the competition for what both companies see as the next major computing platform.

According to The Verge, Snap CEO Evan Spiegel will unveil the fifth generation of Spectacles on September 17 at the annual Partner Summit in Los Angeles. 

The following week, on September 25, Meta’s Mark Zuckerberg plans to debut the company’s first AR glasses, codenamed Orion, at the Connect conference in Menlo Park.

Despite the upcoming demonstrations, neither company intends to sell these devices to the general public. 

Snap reportedly produces fewer than 10,000 units of its new Spectacles, which will be distributed to select developers and partners, mirroring its 2021 strategy.

Meta is manufacturing an even smaller number of its Orion glasses.

The limited production sheds light on both companies’ ongoing challenge: the technology for mainstream AR adoption has yet to be ready. 

The cautious approach allows both firms to continue development while engaging with potential content creators and app developers.

Meta’s partnership with EssilorLuxottica, the maker of Ray-Ban glasses, has given it an edge in producing consumer-friendly digital eyewear. 

The company reports that demand for its Ray-Ban Meta Smart Glasses exceeds production capacity, potentially paving the way for future AR product distribution.

Despite recent cost-cutting measures, Snap maintains that AR remains a core focus. 

The company has been developing AR capabilities since 2017, when it introduced “World Lenses” that transform real-world scenes.

While Meta and Snap have been investing in AR for years, they now face increased competition from Apple, which recently announced its VisionPro mixed reality headset.