Key Point Summary – Meta wants to be Apple

• Meta is preparing to open physical retail stores nationwide
• Stores will feature hands-on experiences with Meta Quest and Ray-Ban smart glasses
• Internal memo reveals plan to hire retail workers, still under wraps
• Move mimics Apple’s highly successful global retail footprint
• Meta’s store launch timeline and number of locations remain unknown

Meta Makes A Bold Move Into Apple’s Territory

Meta is going physical. The social media giant is reportedly laying the groundwork for opening its own branded retail stores—mirroring Apple’s iconic retail strategy.

According to a new Business Insider report, Meta plans to expand its retail footprint with fully staffed, brick-and-mortar stores offering hands-on demos of its Meta Quest VR headsets and Ray-Ban smart glasses.

This would mark a major shift for the company, which currently only operates one Meta Store on its California campus. That store launched in 2022 as a testing ground for public engagement with Meta’s growing hardware lineup.

From Pop-Ups To Permanent Stores

Meta has already dipped its toe into physical retail. Last year, it opened a Meta Lab pop-up in Los Angeles to promote its smart glasses. But the new internal memo suggests a much larger plan is now in motion—including hiring a retail staff.

The number of stores and exact launch dates remain under wraps, but the ambition is clear: Meta wants to bring its hardware directly to consumers—just like Apple.

Apple Vs. Meta: The Hardware Wars Escalate

The rivalry between Apple and Meta has intensified in recent years. From public spats over privacy policies to opposing lobbying efforts in Washington, the two tech giants have clashed repeatedly.

Now, Meta’s retail ambitions could spark a new front in that battle.

Apple’s 500+ global stores are seen as a gold standard in consumer tech retail. But they’re also a tough act to follow. Microsoft once tried its hand with the Microsoft Store concept, only to shutter most locations after lukewarm results.

Meta may face a similar uphill battle if it can’t replicate the customer experience Apple has spent years perfecting.

Why Stores Now?

As Meta pours billions into AR, VR, and artificial intelligence, the company is trying to rebrand itself as a hardware innovator—not just a social media giant.

With Meta Quest sales climbing and interest in AI-powered wearables growing, the timing could be right to give customers a place to try before they buy.

The in-store experience could help Meta demystify its futuristic offerings, especially for consumers still skeptical of virtual reality or AI glasses.

Is This A Meta Moment Or A Meta Mistake?

Despite its ambitions, Meta has little experience in retail compared to Apple. And previous attempts by other tech companies to go physical—think Google or Microsoft—have flopped.

Will Meta succeed where others failed? The tech world is watching.

For now, the plan is under wraps. But if all goes to plan, Meta stores could soon pop up in a mall near you—complete with demo zones, VR trials, and maybe even some Zuck-branded swag.

What’s clear is this: Meta’s trying to become more than just the Facebook company. And it’s doing it one store at a time.