Friend, the AI-powered wearable designed to combat loneliness, is relaunching with a significant upgrade and a substantially higher price. Founder Avi Schiffmann announced Friend 2.0 on Thursday, introducing a built-in speaker that gives the device a consistent, audible personality. The new version is priced at $249, more than double the original $99 launch price from two years ago. The core concept of Friend remains unchanged: a wearable device that users can talk to, which previously responded via text messages. The new version adds a voice, delivered through a built-in speaker, aiming to create a more immersive and personal interaction. Schiffmann described the device’s role in a recent post on X as something akin to a confidant or friend, explicitly stating it is not an assistant or a lover. A promotional video shows users discussing personal topics with the device, which offers supportive and complimentary responses. Friend enters a market that has been largely unreceptive to AI wearables. The most comparable product, Humane Inc.’s AI pin, which aimed to replace the smartphone, was discontinued after less than a year due to poor sales. Friend’s initial launch was also met with skepticism, and a New York City subway billboard campaign was repeatedly defaced, suggesting public resistance to the idea of replacing human interaction with technology. The new $249 price point places Friend in a premium category, raising questions about its value proposition beyond conversational companionship. The relaunch of Friend tests whether there is a viable consumer