Snap Unveils New Augmented Reality Glasses at $2,195
On Tuesday, Snap Inc. introduced its latest product, the “Specs” augmented reality glasses, priced at a staggering $2,195. CEO Evan Spiegel believes these glasses could eventually replace smartphones.
The glasses, which feature thick black frames, were revealed through a high-profile marketing campaign that included personalities like model Kaia Gerber, NBA player Jimmy Butler, and rapper Jack Harlow.
According to Snap, Specs offer around four hours of battery life, allowing users to access apps and information integrated seamlessly into their everyday activities.
Spiegel emphasized that this product marks “the beginning of a new era in computing.” He remarked, “Smartphones have put our lives in our pockets. Specs introduce computing to the world, where real life happens.”
Available for pre-order, the glasses are expected to ship in the US, UK, and France this fall. The initial price includes a $200 refundable deposit.
Snap’s website describes a range of potential uses: “Imagine walking down the street and getting orientation exactly where you need it, measuring a space without pulling out a tape measure, or working on a project with AI help instead of stopping to look for an answer. That’s what makes augmented reality different.”
However, Snap’s stock fell by over 4% during Tuesday’s trading, suggesting Wall Street might not be fully convinced by the announcement.
Entering a competitive AI wearables market, Snap faces challenges with consumer adoption. For context, Apple’s Vision Pro headset is priced above $3,000 but has not significantly boosted the company’s sales as yet.
Meanwhile, Meta, Snap’s major competitor in social media, is partnering with Ray-Ban for smart glasses, though it has yet to launch any augmented reality models. Companies like OpenAI are also exploring AI-powered wearables, but details remain sparse.
Snap’s previous smart glasses, the $130 Spectacles launched in 2016, didn’t gain much traction either.
Nonetheless, Snap argues that the new Specs, built with a proprietary operating system and backed by over 7,000 patents, offer more features than competitors’ devices. They come in two sizes.
The company noted, “Today’s devices are forced to make trade-offs between functionality and wearability.” They claim that AI glasses are limited, while headsets can be bulky and isolate users. Specs aim to bridge that gap—more capable than AI glasses while remaining comfortable to wear and entirely standalone.
The launch comes at a challenging time for Snap. Its stock has dropped over 30% this year, currently sitting below $6 per share.
Earlier this year, Snap laid off about 1,000 employees, which is about 16% of its workforce, and closed another 300 open positions. Spiegel explained that these difficult choices are part of a strategy to enhance reliance on AI for efficiency, becoming just another tech company making similar claims.
He stated in a memo, “While these changes are necessary to realize Snap’s long-term potential, we believe rapid advances in artificial intelligence will allow our team to reduce repetitive work, increase speed, and better support our communities, partners, and advertisers.”
