Meta Acquires Limitless to Power the Next Wave of AI Wearables
Meta has acquired Limitless, the AI device startup formerly known as Rewind. The announcement arrived on Friday as the company explained that it will stop selling hardware while still supporting current customers for a year. Additionally, customers will move to the Unlimited Plan without paying a subscription fee, although other features will wind down soon. For example, the non-pendant software called “Rewind,” which turned desktop activity into a searchable log, will be phased out.
Limitless had shifted its strategy last year when it pivoted from software to AI hardware. Although the $99 pendant gained attention, it entered a competitive landscape. Moreover, the wearable attached to clothing or hung like a necklace, offering continuous recording for users seeking an AI companion device. However, the market already included several AI gadgets, including the poorly received pendant named Friend.
Market Dynamics and Strategic Alignment
According to the announcement, Limitless shares Meta’s goal to “bring personal superintelligence to everyone,” particularly through AI-enabled wearables. While Meta is focused on glasses such as Ray-Ban Meta, Oakley Meta and the Meta Ray-Ban Display, Limitless will help extend this vision. Consequently, its role will likely involve supporting existing products rather than adding a new pendant to Meta’s lineup.
Competition played a major part in Limitless’ decision to sell. The company noted that larger players like OpenAI and Meta have entered the hardware race as well, making it difficult for smaller teams to thrive. Because the market shifted so quickly, the founders recognized the need for a new path forward.
During the announcement, Dan Siroker reflected on the company’s journey. He wrote, “When we started Limitless five years ago, the world was very different. AI was a pipe dream to many. Hardware startups were considered unfundable, and a business that did both AI and hardware would have been considered ludicrous. But today is different. The world has changed. We’re no longer working on a weird fringe idea. We’re building a future that now seems inevitable. We’re not alone.”
Team Integration and Future Direction
Meta stated, “We’re excited that Limitless will be joining Meta to help accelerate our work to build AI-enabled wearables.” Although the company did not share extra details, it confirmed that the Limitless team will join the wearables division within Reality Labs. As a result, the acquisition may speed up development across Meta’s existing devices while strengthening its long-term strategy in AI wearables.
