Meta has officially acquired Limitless, the AI startup formerly known as Rewind, as part of a strategic move to accelerate its development of AI-enabled wearables. The announcement, shared on the startup’s official website, signals the end of the company’s independent hardware ambitions.
Hardware Pivot and Consumer Support
Following the acquisition, Limitless will cease sales of its AI-powered pendant. However, existing customers will retain support for the next year. To ease the transition, the startup has eliminated subscription fees, migrating all users to the “Unlimited Plan” for the immediate future. Other legacy services, including the “Rewind” software—which recorded desktop activity into searchable records—are being phased out.
The Future of AI Wearables at Meta
Founded by Brett Bejcek and Dan Siroker, the former CEO of Optimizely, the startup gained attention last year for its $99 wearable pendant. Despite the product’s niche appeal, the company struggled to maintain momentum in a crowded market that includes devices like the widely criticized “Friend” pendant.
Meta confirmed that the Limitless team will join the Reality Labs wearables division. While Meta’s current focus remains on AR/AI glasses—such as the Ray-Ban Meta collection—the acquisition is intended to bolster the company’s broader vision of bringing “personal superintelligence” to the mass market.
Market Realities and Strategic Shifts
The acquisition highlights the mounting pressure on smaller hardware firms as tech giants like OpenAI and Meta intensify their own hardware roadmaps. Reflecting on the evolution of the sector, Siroker noted that building a business centered on both AI and hardware was once considered “ludicrous,” but has now become an inevitable path for the industry.
Prior to the acquisition, Limitless had secured over $33 million in venture capital from prominent investors, including a16z, First Round Capital, and NEA.
Data Privacy and User Access
Limitless has provided clear instructions for users regarding their digital footprint. Customers can export their transcripts and account information or choose to permanently delete their data directly through the application.