Meta acquires AI device startup Limitless

Meta has acquired Limitless, an AI startup formerly known as Rewind, which developed an AI-powered pendant designed to record conversations and create searchable records. Following the acquisition, Limitless will cease sales of its hardware devices and maintain customer support for one year. Existing customers will be transitioned to an Unlimited Plan without subscription fees temporarily, while some software functionalities, including the original Rewind app, will be discontinued. Founded by Dan Siroker, co-founder of Optimizely, Limitless pivoted to AI hardware last year with its $99 pendant, a wearable device that could be clipped to clothing or worn as a necklace. The acquisition aligns with Meta’s broader vision of integrating AI-enabled wearables, complementing its current focus on AR/AI glasses such as Ray-Ban Meta and Oakley Meta. Limitless expressed its commitment to supporting Meta’s existing products rather than expanding the AI pendant market, citing increased competition from major players including Meta itself. The startup’s founder highlighted the dramatic shift in the