Return rate reportedly reaches 30%! Why AI smart glasses suddenly lost momentum — multiple factors at play

It has been reported by Phoenix Technology (ifeng) that return rates for AI smart glasses in China have climbed as high as roughly 30%, a striking figure for a product category that was supposed to usher in the next wave of consumer computing. Expectations were huge. Investors poured money. Early adopters lined up. So why are so many users sending these devices back?

Product and user-experience shortcomings

A combination of hardware and software gaps has dented consumer enthusiasm. Users reportedly cite short battery life, heavy or uncomfortable frames, limited app ecosystems and a narrow field of view as primary complaints. Cameras and always-on sensors raise privacy concerns, while real-world augmented reality experiences often fail to match the marketing demos. In short: dazzled by AI promises, many consumers found the day-to-day value too small to justify steep prices.

Market, policy and supply-headwinds

Broader forces are at work too. Chinese hardware makers — including established players such as Huawei (华为) and startups that pushed early AR products like Nreal (影创科技) and Rokid (若琪) — face rising component costs and sourcing difficulties. U.S. export controls on advanced chips and sensors have complicated supply chains, it has been reported, forcing some vendors to ship lower-performance hardware or delay features. Meanwhile, China’s online retail environment and liberal return policies make it easier for “try and return” behavior to amplify headline return rates.

What comes next?

Manufacturers are responding by refocusing on niche use cases (enterprise, industrial and medical) where value is clearer, slimming hardware designs, and investing in localized software ecosystems rather than chasing general-purpose consumer appeal. Will that stabilise the market? Possibly — but after a wave of overpromising, AI glasses may end up as a specialized tool rather than the ubiquitous everyday accessory many hoped for.