December 7, 2025: Meta moved to deepen its presence in the AI-device sector this week by acquiring Limitless, a startup behind a pendant-sized wearable that captures and transcribes real-world conversations. The deal marks another step in Meta’s attempt to solidify its position as the market for AI-enabled hardware grows more competitive and more crowded.
Limitless, previously known as Rewind, shifted from software to AI wearables last year under founders Brett Bejcek and Dan Siroker. Its $99 pendant, which clips onto clothing or hangs on a lanyard, offers real-time recording, searchable summaries and a companion app designed to help users track conversations and tasks. The device sits within a broader wave of AI accessories, including competing pendants that have struggled for adoption.
In a statement on Friday, CEO Dan Siroker said the startup saw alignment with Meta’s long-term direction. “A key part of Meta’s vision is building AI-enabled wearables. We share that vision and will be joining Meta to help bring it forward,” he wrote.
Limitless Users Shift to New Plan After Meta Deal
Limitless confirmed it will discontinue sales to new customers. Existing users will have subscriptions removed and upgraded to an Unlimited Plan, while other features, including its Rewind desktop tool, will be wound down. Continued service will require users to accept revised privacy terms as the company merges into Meta’s ecosystem.
Hardware talent and technology converge
The announcement came days after Meta hired longtime Apple design executive Alan Dye, a move widely read as sharpening its focus on next-generation devices. Meta already partners with EssilorLuxottica to build Ray-Ban and Oakley smart glasses, and has been developing in-lens display technology for future hardware releases.
Meta said the Limitless team will support development of new AI-enabled products, though analysts expect the startup’s technology to be integrated into Meta’s existing glasses rather than turned into a standalone pendant device.
Market pressures push smaller players toward consolidation
Limitless acknowledged that staying independent had grown more difficult as major tech companies accelerated their hardware projects. “When we started Limitless five years ago, hardware and AI together seemed unrealistic. Today, the field has changed, and we’re no longer the only ones exploring it,” Siroker wrote.
The company raised more than $33 million from investors including Sam Altman and A16z, reflecting the early belief in AI-based productivity tools. Its acquisition underscores how quickly the AI-wearables market is consolidating as bigger firms seek to own both the intelligence and the devices that deliver it.
