Friend AI Pendant: Price Doubles and Monthly Subscription Introduced as Downgrade

Friend, the controversial AI wearable startup, has announced a new version of its pendant-shaped device. According to a report by Engadget’s staff@engadget.com (Ian Carlos Campbell), the new product’s price nearly doubles to $249, and a new $10/month subscription is added. The always-on microphone remains, while a built-in speaker now enables voice responses.

Price Revision and Billing Model

The first-generation Friend cost $129. The new version jumps to $249—roughly double—and requires a $10/month subscription to keep memories beyond 30 days. According to a Wired report, it’s possible to configure the device not to retain memories longer than 30 days, but for practical use as an AI companion, subscribing is almost essential.

Compared to the original price, the total first-year cost balloons from $129 to $369 (unit $249 + subscription $120)—about triple. Given that the AI wearable market remains niche, this pricing further raises the barrier to consumer adoption.

Changes with Built-in Speaker

The new version features a larger disc-shaped chassis with a built-in speaker, allowing responses from the AI to be delivered directly through the device, rather than solely via smartphone push notifications. Friend’s official website positions it as a “wearable companion,” designed to converse with users using randomized personalities and voices.

However, it’s questionable whether this change solves Friend’s fundamental issues. The discomfort of having intimate conversations with an AI was vividly demonstrated in Friend’s own launch video, and multiple studies have pointed out the dangers of relying on AI for emotional support.

Founder’s Intent and Controversy Strategy

Friend founder Avi Schiffmann told Wired in an interview that “reality is over, everything is ironic now,” suggesting that courting controversy is an intentional strategy. After the initial ad campaign drew negative reactions, he pivoted to leveraging the criticism.

This kind of controversy marketing is not uncommon in the startup world. But for a product directly tied to users’ mental health, using irony and provocation as a core strategy raises separate ethical questions. Similarly, there have been cases in the past where startups deliberately stirred controversy and were eventually forced to exit the market.

Privacy and Mental Health Concerns

The main points of contention with Friend are the privacy risks of an always-on microphone and the potential dangers of emotional dependence on AI. Schiffmann told Wired that he is aware of these criticisms and is pushing the product forward regardless.

While AI companions may help alleviate loneliness, there is also a risk they could substitute real human relationships. In particular, Friend’s design—randomizing personalities and constantly monitoring user behavior—sets it apart from conventional chatbot-style AI assistants.

Market Acceptance

The $249 price point is high compared to competing AI wearable products. With the mandatory monthly subscription, its cost appeal drops further. Above all, the value of an “AI friend” whose memories reset every 30 days is limited, and the product’s completeness without the subscription is low.

The AI pendant market is still in its infancy, and competitors like Humane AI Pin and Rabbit R1 are also struggling. Friend is one of the most controversial products in the space, but this price revision and billing model change are unlikely to improve its market acceptance.

Editorial Opinion

In the short term, the doubling of the price and introduction of a monthly subscription are expected to severely hurt Friend’s sales. The already limited user base will likely shrink further, potentially calling the product’s very existence into question. Similar products from other companies have also reportedly struggled in the market, suggesting that the entire AI wearable category may need redefinition.

From a long-term perspective, Friend’s case can be seen as an important trigger for a critical discussion about the ethical boundaries of AI companions. The privacy risks of always-on recording, emotional dependence on AI, and marketing strategies built on irony all risk damaging the industry’s credibility. The design that resets memories every 30 days unless a subscription is paid forces us to reexamine the line between “user lock-in” and “product value dilution.”

As an editorial team, we believe attention should be paid to the fact that ethical standards for commercializing the relationship between AI and humans have not yet been established. Friend’s intentionally provocative question—“Can AI become a human’s friend?”—demands serious industry-wide consideration.

References

• “That AI wearable you don’t like just got worse”, by staff@engadget.com (Ian Carlos Campbell) — Engadget, 2026-07-30T21:34:11.000Z (ARR)
• Source URL: https://www.engadget.com/2227503/that-friend-ai-wearable-you-dont-like-just-got-worse/