Meta plans to re-enter the smartwatch market this year, four years after abandoning its previous device in 2022 over technical hurdles and cost pressures. The new wearable, reportedly code-named Malibu 2, signals a renewed push into hardware at a time when control of the wrist increasingly shapes digital ecosystems.
The earlier cancellation exposed a hard truth: building consumer hardware demands operational discipline as much as vision. Now Meta appears ready to test whether it has solved those constraints.
Competition will be intense. Apple dominates premium smartwatches and is rumoured to be developing AI smart glasses for release next year, a move that could challenge Meta’s position in face-worn computing. Google, Samsung, Garmin and Fitbit also compete for limited wrist space, forcing consumers to choose a primary device.
Meta’s strategy builds on last year’s launch of its Ray-Ban Display AR glasses. The company paused the glasses’ international rollout because of “unprecedented demand and limited inventory.” That demand suggests appetite for Meta’s hardware. The supply strain highlights execution risks.
The Ray-Ban Display glasses rely on a neural wristband for gesture control. A smartwatch could replace that band, consolidating functionality into a single device. That shift would mirror Apple’s ecosystem model, where hardware integration drives retention.
The stakes extend beyond gadgets. Smartwatches collect biometric and behavioural data that power AI systems and personalised services. If Meta integrates Malibu 2 tightly with its AI ambitions, it could deepen user engagement across its platforms. It could also invite scrutiny over data use.
The question is straightforward: can Meta deliver a refined, competitive device in a market where rivals already command loyalty? Malibu 2 will test whether the company can turn renewed ambition into sustained hardware credibility.
Author: George Nathan Dulnuan