Meta Buys Limitless in Bold AI Move
Growing interest in AI-powered wearables has accelerated major tech acquisitions, especially as consumers search for updates on Meta’s long-term hardware strategy and the future of startups like Limitless. Many users want to know why Meta bought the company, what happens to existing Limitless devices, and how this deal shapes the next wave of personal AI gadgets. Today’s announcement finally answers those questions, signaling a major turning point for the wearables market. It also highlights how rising competition is pushing smaller AI device makers to rethink their place in the ecosystem. With Meta’s involvement, the stakes around AI-enabled accessories just became significantly higher. The acquisition brings new clarity to Meta’s ambitions while raising fresh questions about the roadmap ahead.
Credit: LimitlessMeta Announces Acquisition of Limitless AI Startup
Meta confirmed the acquisition of Limitless, the AI device startup formerly known as Rewind, in a statement published on its website. The deal brings the young but widely discussed company under Meta’s Reality Labs division, which continues to shape the future of AR, AI, and next-generation wearables. Limitless became known for building an AI-powered pendant that recorded conversations and turned them into a searchable memory bank. While the device sparked privacy debates, it also gained a dedicated user base looking for ways to boost productivity. Meta’s announcement emphasizes how Limitless aligns with its broader vision of personal superintelligence. The move highlights Meta’s growing interest in hardware as the company shifts deeper into AI-driven consumer products. It also signals a strategic effort to stay ahead in a rapidly expanding market.
Limitless Will Shut Down Device Sales and Scale Back Services
Following the acquisition, Limitless confirmed it will stop selling its hardware devices immediately. The company says existing customers will receive a full year of continued support, ensuring their devices remain functional during the transition. Subscription fees are being eliminated, with all users moved to the Unlimited Plan for now. Although the wearable pendant will continue to work, several non-wearable features will be sunset, including the “Rewind” desktop software that captured on-screen activity. This shift marks a dramatic pivot away from Limitless’ previous standalone product strategy. The company’s focus now shifts toward integrating its expertise into Meta’s ecosystem. For many early adopters, the update is bittersweet but expected given the industry’s competitive landscape.
A Brief Look at the Startup’s Journey and Founders
Limitless was founded by Brett Bejcek and Dan Siroker, the co-founder and former CEO of Optimizely. The company originally operated as Rewind, offering software designed to capture and organize a user’s digital life. As AI hardware gained momentum, the founders pivoted toward building physical wearable devices, debuting the Limitless pendant for $99. The gadget could clip onto clothing like a wireless microphone or hang around the neck. Its promise was simple but ambitious: create a real-time, searchable record of your conversations. This vision resonated with users seeking smarter tools for meetings, interviews, and productivity workflows. Yet despite its early intrigue, Limitless struggled to scale in a market quickly filling with giants.
AI Wearables Market Heats Up With Fierce Competition
The wearable AI market has exploded over the past two years, driven by companies eager to merge smart assistants with on-body hardware. Limitless faced stiff competition from other experimental devices, such as the Friend AI pendant — a product that received mixed reviews and struggled to win mainstream adoption. More importantly, major players like Meta and OpenAI began investing heavily in their own hardware. Larger companies have the advantages of deep funding, supply chain experience, and integrated ecosystems, making it difficult for smaller startups to keep pace. Limitless acknowledged this shift in its announcement, hinting that its long-term survival was becoming less plausible. The acquisition gives the company a stable platform while giving Meta an early lead in the category. As the market matures, this move could reshape the future of personal AI accessories.
Limitless Aligns With Meta’s Vision for Personal Superintelligence
In its announcement, Limitless said it shares Meta’s goal of “bringing personal superintelligence to everyone,” an ambition tied closely to wearable AI. Meta has already invested heavily in AR/AI glasses through its Ray-Ban Meta, Oakley Meta, and in-lens AI prototypes known as the Meta Ray-Ban Display. These products aim to merge everyday eyewear with real-time AI assistance, voice recognition, and contextual understanding. Limitless’ expertise in memory capture and contextual search could play a key role in enhancing those experiences. The startup’s technology may also help Meta build more intuitive, always-on AI features for its next generation of devices. While Meta has not confirmed whether a pendant-style product is coming, the acquisition clearly strengthens its hardware roadmap. It reinforces Meta’s desire to dominate the emerging category before competitors catch up.
Founder’s Statement Reflects a Changing Industry Landscape
Co-founder Dan Siroker shared a reflective message explaining how dramatically the world has shifted since Limitless began five years ago. He noted that AI was considered unrealistic by many at the time, and hardware startups were viewed as nearly impossible to fund. Building a company that combined both was perceived as risky and unconventional. Today, those assumptions have flipped, with AI development accelerating and hardware investment surging. Siroker described the team’s work as no longer “a weird fringe idea,” but instead a vision that aligns with mainstream industry momentum. His statement underscores why joining Meta felt like the natural next step for the company. It also highlights the challenging environment smaller teams now face when competing with tech giants.
Meta Confirms Limitless Will Join Reality Labs Wearables Team
Meta issued a brief statement to TechCrunch expressing excitement about the acquisition. The company said the Limitless team will support its work on AI-enabled wearables within Reality Labs. This division is responsible for Meta’s AR glasses, VR devices, and experimental AI-first hardware. Meta did not share specific product details or timelines, but the integration suggests Limitless will influence future software and device experiences. The announcement adds another layer to Meta's expanding AI ecosystem, from assistants to intelligent peripherals. As the company races to define the next computing era, bringing in Limitless gives Meta fresh talent, technology, and momentum. The long-term impact may become clearer as Meta unveils its next generation of wearables.
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