Friend AI pendant returns at double the price with voice features

The AI pendant Friend is making a comeback—this time at significantly higher cost. The device, which launched at $129, is now being resold for $249, with a notable new feature: voice capability that lets the pendant speak directly to users instead of only sending text messages.

The original backlash#

Friend's inaugural version attracted considerable criticism following its aggressive marketing campaign across New York City's subway system. The startup drew particular scrutiny for spending roughly $1.8 million of its $2.5 million funding on acquiring the domain friend.com, then promoting the pendant as an artificial companion. Public concern about technology dependence culminated in a major protest in NYC roughly nine months ago, where critics highlighted anxieties around increasing reliance on digital relationships.

Notably, founder Avi Schiffmann participated in the demonstration against his own product, even sharing promotional content about the protest beforehand.

The new version and pricing strategy#

A fresh advertisement released today depicts two people discussing personal challenges with their Friend devices. The updated product now includes a built-in speaker, enabling two-way audio conversation. This single addition—shifting the interaction model from text-only to voice—accounts for the $120 price increase.

Despite being described by Schiffmann as "Friend 2.0" on social media, the product remains branded simply as "Friend" on the company's website. The approach suggests either a subtle rebranding effort or an attempt to distance the re-release from the earlier controversy while emphasizing fresh functionality.