Meta Doubles Down on Smart Glasses, Signaling Shift in App Distribution Strategy
MENLO PARK, CA – Meta Platforms generated $583 million in revenue from its Reality Labs division in the first quarter of 2024, largely driven by sales of its Quest headsets and, increasingly, its smart glasses. This investment signals a broader strategic move by CEO Mark Zuckerberg to establish a more autonomous ecosystem for distributing its apps – one less reliant on the control of tech giants like Apple and Google.
While smart glasses aren’t currently a major revenue source, the long-term implications are meaningful. Meta’s push into eyewear represents a potential future where the company directly controls the user experience for platforms like Facebook,Instagram,and Threads,circumventing the App Store fees and policies dictated by apple. This ambition stems from ongoing friction with Apple over App Store practices, with Zuckerberg publicly criticizing the iPhone maker’s dominance.
The tension between Meta and Apple isn’t new. In July 2025, the two companies clashed over proposed legislation regarding child age verification, according to Bloomberg. Zuckerberg voiced his concerns as early as November 2022 during the New York Times’ Dealbook Summit, stating, “Apple’s (app store) stands out as the only one where one company can control what apps get on the device.”
Currently, the majority of Meta’s users access its platforms through smartphones, as noted by analyst Carolina Milanesi: “I look at Facebook, look at Instagram, look at Reels, Threads through my iPhone,” she said. However, Meta envisions a future where glasses become the primary interface for social interaction and content consumption, giving the company greater control over that experience by selling its own hardware. This strategy could reshape the power dynamics within the tech industry and redefine how apps are distributed and experienced.
