Meta buys AI gadget startup Limitless
Limitless, the AI hardware company formerly known as Rewind, has been acquired by Meta, the company announced on its site. Limitless had produced an AI-powered pendant designed to record conversations and says it will stop selling its hardware while offering one year of support for existing customers.
Customers won’t be charged a subscription for now and will be moved to the Unlimited Plan temporarily. Other services will wind down, including the non-pendant software product “Rewind,” which logged desktop activity and turned it into a searchable archive.
Limitless was founded by Brett Bejcek and Dan Siroker, the latter being the co-founder and former CEO of Optimizely. The company shifted last year to hardware, launching the Limitless pendant for $99. The wearable could attach to clothing like a wireless mic or be worn as a necklace. It sits among a growing field of AI wearables, including another pendant called Friend, which faced shipment delays and mixed reviews.
In its own announcement, Limitless aligned with Meta’s goal of delivering personal AI capability to a wide audience, including AI-enabled wearables. For now, Meta’s focus remains on AR/AI glasses, such as its Ray-Ban Meta and Oakley Meta lines, as well as in-lens AI glasses like the Meta Ray-Ban Display. Limitless suggested it would contribute to that broader vision, likely by supporting Meta’s existing products rather than adding a pendant to Meta’s lineup.
Limitless cited intensified competition as a challenge, noting that major players like OpenAI and Meta are developing their own hardware devices. The company reflected that the tech landscape has evolved: five years ago, AI hardware startups were often deemed unfundable and the idea of combining AI with hardware seemed fringe; today, those concepts are more mainstream.
Meta told TechCrunch it was excited to welcome Limitless to accelerate work on AI-enabled wearables, though it did not provide further specifics beyond stating the team would operate within Reality Labs’ wearables organization.
Customers will be able to export their data or delete it from within the app, Limitless announced. The startup had secured over $33 million in funding from investors including a16z, First Round Capital, and NEA.
Updated after publication with Meta’s comment.
About the author: Sarah Perez has been reporting for TechCrunch since 2011, with prior experience at ReadWriteWeb and a background in IT across banking, retail, and software sectors. For verification or outreach, you can contact her at sarahp@techcrunch.com or via Signal at sarahperez.01.
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