Meta's Metaverse Dreams Tested By New ByteDance Swan Goggles

Benzinga·07/15/2025 17:08:27

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Mark Zuckerberg's metaverse empire is under siege as ByteDance, TikTok's parent, storms the mixed reality (MR) arena with its Swan goggles.

Meta Platforms Inc.'s (NASDAQ:META) Quest series and upcoming Puffin headset have dominated immersive tech, but ByteDance's lightweight, puck-tethered MR device, developed by its Pico division, threatens to steal the spotlight.

Weighing just 0.28 pounds, Swan promises seamless digital-real world integration, challenging Meta's AI-driven AR vision. ByteDance's pivot from its flopped Pico 5 VR headset to MR could disrupt Meta's $16 billion metaverse bet.

Can Zuckerberg's empire fend off this lean, mean MR machine, or will ByteDance's Swan soar to new heights?

Swan's Lightweight Leap

ByteDance's Swan goggles, codenamed for their sleek design, ditch the bulky VR headset model that sank Pico 5 due to dismal sales. At 0.28 pounds, Swan uses high-resolution passthrough cameras and a wired compute puck for low-latency MR, blending digital overlays for productivity and entertainment.

Partnerships with Chinese suppliers and Qualcomm Inc (NASDAQ:QCOM) aim to keep costs low, targeting China's growing MR market. While ByteDance leverages its content creation expertise, U.S. regulatory scrutiny over TikTok's data practices could block Swan's Western rollout, limiting its global challenge to Meta's ecosystem.

Meta's AR Fortress Fights Back

Meta, commanding 98.6% of its revenue from social platforms like Facebook and Instagram, has poured $16 billion into its Reality Labs in 2022 alone.

Its Quest 3S and Ray-Ban smart glasses lead the MR pack, with the Puffin headset, also puck-tethered, set for 2027. Meta's Orion prototype boasts eye-tracking tech, and new Ohio and Louisiana data centers power its AI-driven AR push.

ByteDance's Swan may be leaner, but Meta's scale and AI investments make it a formidable foe in this MR showdown.

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Photo: Poetra.RH on Shutterstock

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