Technical

Srinivasa Reddy Kandi: Meta Acquires AI Wearable Startup Limitless

December, 06, 2025-04:23

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Meta Acquires AI Wearable Startup Limitless

Meta has acquired Limitless — the AI wearable startup previously known as Rewind — the company revealed on its website on Friday. Limitless, which created an AI-powered pendant designed to record conversations, announced that it will discontinue sales of its hardware devices while continuing to support existing customers for the next year.

As part of the transition, customers will no longer be required to pay a subscription fee and will be moved to the Unlimited Plan. Some features, however, will be phased out, including the “Rewind” desktop software that captured and indexed users’ on-screen activity.

Founded by Brett Bejcek and Dan Siroker (former Optimizely CEO and co-founder), Limitless pivoted to hardware last year, launching its $99 AI pendant. The wearable could be clipped onto clothing like a wireless microphone or worn as a necklace. It was one of several new AI-driven gadgets entering the market, alongside products like the Friend AI pendant, which received mixed reviews.

In its announcement, Limitless expressed alignment with Meta’s mission to “bring personal superintelligence to everyone,” particularly through AI-powered wearables. Meta is currently focused on AR/AI glasses such as the Ray-Ban Meta, Oakley Meta, and the Meta Ray-Ban Display. Limitless noted that it will now contribute to advancing these initiatives — a strong indication that Meta does not plan to add an AI pendant to its product line but will instead integrate Limitless’ expertise into its existing wearables strategy.

The company also acknowledged growing industry competition, making it increasingly difficult for smaller hardware-AI startups to keep pace with major players like Meta and OpenAI, both of which are developing their own dedicated devices.

“When we started Limitless five years ago, the world was very different,” Siroker wrote. “AI felt like a distant dream. Hardware startups struggled to find funding, and combining AI with hardware seemed unrealistic. But today, everything has changed. We’re no longer exploring a fringe concept — we're building a future that now feels inevitable.”

Meta shared a brief statement with TechCrunch saying, “We’re excited that Limitless will be joining Meta to help accelerate our work to build AI-enabled wearables.” The company did not provide additional details but confirmed that the Limitless team will join the wearables group within Reality Labs.

Author: Kandi Srinivasa Reddy, Srinivasa Reddy Kandi, #KandiSrinivasaReddy, #SrinivasaReddyKandi