Meta has acquired Limitless, an AI startup previously called Rewind, known for its AI-powered pendant that recorded conversations. The company announced the acquisition on its website, stating it will cease hardware sales but will support existing customers for a year. Customers will transition to a new Unlimited Plan, eliminating subscription fees. Other services, like the desktop activity recording software "Rewind," will be discontinued. Limitless, founded by Brett Bejcek and Dan Siroker, pivoted to AI hardware last year, launching its pendant at $99. The device was designed for versatile wear, resembling a microphone or necklace. Limitless cited increased competition from larger players like OpenAI and Meta as a challenge to its business. In a public statement, Siroker reflected on the changing landscape for AI and hardware startups, emphasizing that the perception of such ventures has shifted significantly in recent years. Meta's interest in Limitless aligns with its broader goal of developing AI-enabled wearables, particularly through its Reality Labs division. While the specifics of how Limitless will contribute remain unclear, the acquisition is part of Meta's strategy to enhance its product lineup in the wearable tech space. Limitless has raised over $33 million from notable investors, including a16z and First Round Capital, highlighting its previous potential in the market. Users will have the option to export or delete their data from the app as part of the transition.