December 7, 2025: Meta’s push to accelerate its next generation of AI-driven consumer hardware gained new momentum this week as it acquired Limitless, a startup known for its pendant-shaped recorder that captures and transcribes real-world conversations. The move signals how quickly the battle for AI-enabled wearables is expanding, with companies racing to merge software intelligence with everyday devices.
Limitless, founded by Brett Bejcek and Dan Siroker, shifted into hardware last year after previously operating as Rewind. Its $99 pendant, worn on a shirt or lanyard, offered real-time recording, searchable transcripts and a companion app aimed at boosting productivity. The category has grown crowded, including the poorly received Friend AI pendant, but Meta appears focused on folding Limitless’ technical capabilities into its broader hardware ambitions.
In a blog post, co-founder and CEO Dan Siroker said the team saw alignment with Meta’s long-term direction. “Meta recently announced a new vision to bring personal superintelligence to everyone, and a key part of that vision is building AI-enabled wearables. We share this vision and we’ll be joining Meta to help bring it to life,” he wrote.
Subscription fees dropped; older software to wind down
As part of the transition, Limitless said existing customers will be moved to an Unlimited Plan at no cost. The company also confirmed it will wind down non-wearable products, including its desktop tool Rewind, which created a searchable digital log of users’ on-screen activity.
Limitless will continue supporting current users but will stop selling devices to new customers. Those who stay on the platform will be asked to accept updated privacy terms, reflecting the shift into Meta’s ecosystem.
Meta’s hardware strategy sharpens, Following Limitless Acquistion
The acquisition follows Meta’s hiring of longtime Apple design executive Alan Dye, widely viewed as a signal that the company is strengthening its focus on advanced consumer devices. Meta already works with EssilorLuxottica brands Ray-Ban and Oakley to produce AI-enhanced smart glasses, and it has been developing in-lens display technology for future models.
Meta stated that Limitless will help accelerate its work on building AI-enabled wearables, though industry watchers note that Meta has not signaled plans to release a pendant-style product. The startup’s expertise is more likely to support Meta’s existing glasses and related AR/AI projects.
A changing market and rising pressure
Limitless hinted that competition made it harder to operate independently as larger players started building their own hardware. “When we started Limitless five years ago, the world was very different,” Siroker wrote. “AI was a pipe dream to many… But today is different. We’re not alone.”
The startup has raised more than $33 million from backers including Sam Altman and Andreessen Horowitz (A16z). Its exit to Meta underscores how quickly the AI-wearables landscape is consolidating as major tech firms move to control both software intelligence and the devices that deliver it.
