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XREAL’s new sub-brand, X by XREAL, has officially confirmed pricing and US availability for its first product. The A01 AR display glasses will retail at $299 and launch in the US in July 2026.
The A01 is the entry point in XREAL’s expanding lineup, designed to bring AR glasses to a mainstream audience at a price that undercuts every previous model. The glasses weigh just 62 grams and feature a 50-degree micro-OLED display with on-device stabilization.
One of the more interesting design choices is the interchangeable front frame system. Users can swap out the front of the glasses for different colors and styles, and XREAL says the frames can be 3D-printed — opening the door for custom designs from third-party creators and enthusiasts.
The $299 price point is a notable milestone for the AR category. It narrows the gap between smart glasses and everyday accessories like premium headphones or smartwatches, potentially turning AR from a niche demo product into an impulse purchase. For developers, a lower price tag means a significantly larger addressable audience to build apps for.
The aggressive pricing is expected to put pressure on competitors. If the A01 sells well, analysts expect a broader price war across the AR category heading into the holiday season.
