Following the surge in demand for AI glasses driven by the Meta/Ray-Ban partnership, competition has intensified this year as new players enter the field. In early September 2025, HTC officially launched the Vive Eagle, the company's first AI glasses product, with overall sales exceeding expectations. In response, HTC is expanding production capacity and has announced the introduction of different sizes, as well as plans to expand into overseas markets as early as the end of 2025.
Compared to its competitors in the field, however, HTC currently sees significantly lower hardware sales volume and geographic reach. Deepening efforts in the following four areas could help HTC solidify its position on the global AI glasses stage.
Cross-sector partnerships drive market expansion
AI glasses must take into account long-term wear and vision correction considerations, meaning that their sales channels and marketing strategies differ from other tech products.
For the Vive Eagle, HTC chose Taiwan Mobile as a channel partner and is collaborating for the first time with eyewear distributor 2020EYEhaus to jointly promote the product. Leading global companies have used similar business models as well: Meta has partnered with Ray-Ban and Oakley for its AI glasses, while Google is collaborating with the South Korean firm Gentle Monster and the French group Kering Eyewear on AI glasses powered by its Android XR platform.
With this in mind, HTC may look toward cross-industry collaborations with overseas eyewear brands and telecom operators through co-branding, licensing, or OEM partnerships for its Vive Eagle and future AI glasses. Market rumors suggest that HTC has already made progress in these initiatives, with official announcements expected as early as October 2025.
Product innovation beyond current offerings
The HTC Vive Eagle differentiates itself by being 100% manufactured in Taiwan and supporting Traditional Chinese, while allowing users to select from various LLMs.
With the new Meta Ray-Ban Display now integrating an on-screen display, market watchers are anticipating HTC's next-generation AI glasses, which will feature on-screen displays powered by the Android XR platform. Industry insiders expect this product, developed in partnership with Google, to launch in 2026.
However, it remains to be seen how much effort HTC will devote to development and innovation to enhance the brand image, reputation, value, and differentiation of its AI glasses.
Building a comprehensive ecosystem
HTC currently centers its operations around generative AI, next-generation communications, blockchain, and AR/VR technologies. The company has established a comprehensive ecosystem in the AR/VR industry and offers OpenRAN (O-RAN) products and solutions in the field of next-generation communications.
In addition to optimizing its AR/VR software and hardware and developing vertically integrated applications, HTC will need to consider innovating in smartphone designs to better integrate with AI glasses. The company will also need to explore possibilities for AI glasses accessories and peripherals, collaborate with third-party content developers to identify killer apps for AI glasses, and ensure seamless integration between AI glasses and existing AR/VR ecosystems.
Defining new business models
As hardware, peripheral accessories, and ecosystems gradually mature, the real test of HTC's business acumen lies in whether the company can create and define new business models.
For example, comfort considerations place limits on the frame design, weight, and hardware specifications of AI glasses. Meanwhile, manufacturers can't produce a wide range of models to fit every single facial shape and consumer preference.
Will modular AI glasses be a feasible development? Can more optimized fitting processes increase consumer adoption? Are there innovative pricing or cross-industry cooperation schemes to boost sales? Could tiered pricing mechanisms for apps be implemented? These considerations are critical for HTC to gain prominence in the AI glasses market.
Article translated by Kevin Wang and edited by Jerry Chen
