Snap Inc. Elevates AR Ambitions with Launch of Specs Inc.
Snap Inc. is poised to make a significant leap in the augmented reality (AR) landscape by introducing its latest consumer AR glasses, Specs, later this year. In a strategic move to bolster this initiative, the company has established a dedicated subsidiary, Specs Inc., to concentrate exclusively on the development and enhancement of these AR glasses.
The formation of Specs Inc. is a testament to Snap’s commitment to achieving greater operational focus and alignment in its AR endeavors. This decision mirrors the strategies of tech giants like Meta and Apple, who are also intensifying their efforts in the smart glasses domain. However, Snap’s journey into AR hardware is not a recent development; the company has been investing in this technology for over a decade.
Snap’s initial foray into AR glasses began more than ten years ago. The most recent consumer version of their glasses was released in 2019. Since 2024, Snap has been offering its fifth-generation hardware exclusively to developers. This approach has allowed the company to refine the device and cultivate a robust ecosystem of applications and experiences in preparation for a broader consumer launch.
While Snap has been meticulously developing its AR glasses, competitors like Meta have been making significant strides in the market. Meta’s collaborations with renowned eyewear brands such as Ray-Ban and Oakley, through its partnership with EssilorLuxottica, have garnered substantial attention and demand in the U.S. market. Snap aims to carve out its own niche and make a meaningful impact with the upcoming release of Specs.
At the Consumer Electronics Show (CES) earlier this month, I had the opportunity to experience a hands-on demonstration of Snap’s new AR glasses. Russell Patton, the product manager for Specs, guided me through the device’s user interface and highlighted its latest features. Patton emphasized that the spatial nature of Specs offers user experiences that are unattainable with traditional smartphones. This immersive experience is facilitated by the glasses’ four cameras, which enable precise hand tracking and power the Snap Spatial Engine—the software responsible for projecting AR imagery.
Specs operate on Snap OS, a proprietary operating system that received its latest update in September. The updated OS boasts an enhanced browser, which I tested by navigating to the TechCrunch website. Additionally, the glasses feature an AI-driven function called spatial tips, providing real-time information about objects in the user’s view. For instance, when I looked at a table filled with snacks, the glasses offered insights into the healthiest options available. Another notable feature is the travel mode, designed to assist users in translating foreign street signs and menus, making it a valuable tool for travelers.
Gaming is another area where Specs shine. During the demonstration, I engaged in a game based on Avatar: The Last Airbender, which showcased the device’s interactive capabilities. A standout feature is the ability for multiple users wearing different sets of Specs to synchronize their experiences, allowing them to view and interact with the same AR content in a shared physical space. This functionality opens up exciting possibilities for collaborative gaming and shared AR experiences.
While the current form factor of the glasses is slightly bulky, weighing nearly 8 ounces, and tends to heat up after extended use, it’s important to note that the device I tested had been in continuous use throughout the day. The development team assured me that the physical design and thermal management are areas of active refinement, with improvements expected before the official consumer release.
Snap has yet to announce a specific release date for Specs, leaving eager consumers to await further updates. The establishment of Specs Inc. underscores Snap’s dedication to advancing AR technology and signifies a pivotal step in bringing immersive AR experiences to a broader audience.
