Meta is planning to open physical retail stores, similar to Apple Stores, to showcase and sell its growing lineup of hardware products like VR headsets and smart glasses. According to a report from Business Insider, this move signals Meta’s push to go deeper into consumer hardware, and compete more directly with Apple in the physical retail space.
KEY HIGHLIGHTS
- Meta is preparing to open physical retail stores and hire retail staff.
- Stores will showcase Meta’s VR headsets (like Meta Quest) and Ray-Ban Meta Smart Glasses.
- The company already has one Meta Store at its Burlingame, CA campus.
- A pop-up shop called Meta Lab was tested in Los Angeles in 2023.
- Apple currently operates over 500 physical stores globally.
- Meta’s retail move comes as rivalry with Apple heats up in hardware and AI.
Meta Wants a Retail Presence Like Apple
Meta’s interest in physical stores is no longer just an experiment. While it currently operates a single showroom-style Meta Store in California, the company appears to be laying the groundwork to expand its retail footprint significantly.
Internal communications reviewed by Business Insider reveal Meta’s intent to build stores and onboard dedicated retail staff which would be a major step for a company that has traditionally relied on online sales and partners.
These stores are expected to give customers hands-on experiences with Meta Quest VR headsets and the popular Ray-Ban Meta Smart Glasses. This strategy mirrors how Apple uses its stores to educate and immerse users in its tech ecosystem.
Testing the Waters with Pop-Ups
In 2023, Meta quietly tested this retail concept with a Meta Lab pop-up store in Los Angeles, focused on smart glasses. While it’s unclear how many permanent stores are coming or when, this small-scale test suggests Meta is serious about moving forward.
Apple vs. Meta: The Showroom Battle Begins
Meta’s push into retail isn’t just about sales, it’s about brand experience. Apple has long used its stores to create a strong emotional connection between users and products. Meta’s move could help it build a similar presence, especially as competition in hardware and AI between Apple and Meta heats up.
But Meta isn’t the first tech company to follow Apple’s retail playbook. Microsoft once launched its own chain of retail stores, only to close most of them later. That shows how difficult it can be to replicate Apple’s retail magic.
Final Thoughts
Meta’s hardware ambitions are growing, and so is its confidence. With the success of its smart glasses, growing AI investments, and expanding VR ecosystem, the move into physical retail feels like the next natural step.
If done right, these stores could give users a real-world taste of Meta’s future-forward tech, and maybe even help it win over some of Apple’s loyal fanbase.
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