For over a decade, Snap has focused on shaping a future in which individuals interact with the digital world through wearable devices, rather than relying on traditional smartphone screens. Now, the technology company based in Santa Monica is preparing to test the results of its significant investment in augmented reality (AR) eyewear.
Snap recently disclosed its intention to release a consumer version of its AR glasses, scheduled to be available for purchase in 2026. This announcement follows the company’s 2024 launch of an earlier AR glasses model, which was distributed exclusively to software developers. The upcoming version, referred to as “Specs,” will feature notable improvements, including a lighter build and enhanced technical capabilities.
While Snap has yet to confirm a specific retail price or an exact release date for the new device, the company is emphasising the versatility and utility of its AR glasses. Unlike previous models, which focused primarily on playful features, the latest Specs aim to serve a broader array of functions. Users may utilise the glasses for live translation of foreign languages, step-by-step music tutorials, browsing recipes, and accessing artificial intelligence-driven assistance.
Augmented reality technology overlays digital elements onto a user’s view of the physical world, enabling practical applications alongside more whimsical features such as virtual dog ears or interactive gaming. Snap claims its latest AR offering will be instrumental in bringing AI out of digital screens and into everyday real-world contexts.
Snap’s co-founder and chief executive, Evan Spiegel, addressed the Augmented World Expo in Long Beach, highlighting the company’s vision of creating technology that blends seamlessly with human interaction. Spiegel described the current advances in AI as an opportunity to move beyond traditional computing devices, positioning the new AR glasses as a crucial step towards this goal.
The development of AR glasses represents a considerable commitment for Snap, with more than $3 billion invested and over 11 years of research and development. Despite these efforts, competition in the field remains intense. Major technology corporations such as Meta, Google, and Apple are also developing AI-enabled eyewear and related devices.
Industry analysts, including Ben Bajarin from Creative Strategies, point out that Snap faces formidable rivals with vast access to consumer data, which enhances the capabilities of their own AI-powered products. Bajarin notes that consumer adoption may depend on price, usability, and how well AR glasses differentiate themselves from alternatives offered by companies like Google, OpenAI, and Meta.
Historically, the adoption of smartglasses has faced challenges. Earlier iterations, such as Google Glass and Snap’s original Spectacles, which were primarily designed for video recording, struggled to gain traction in the mainstream market. However, advancements in technology and user experience have continued, with companies determined to overcome previous hurdles.
The market for smartglasses continues to expand, despite the setbacks. Meta, in collaboration with Ray-Ban, currently offers smartglasses equipped to capture photos and videos, play music, and integrate AI-powered virtual assistants. The company has also revealed a more sophisticated AR model, codenamed Orion, though it has not yet been released to the public.
Google has joined the competition as well, introducing a prototype AR glasses model at its annual developer conference. This device, when linked to a smartphone, enables users to access information about artworks or travel destinations by interacting with Google’s AI assistant, Gemini.
OpenAI, in partnership with renowned designer Jony Ive, is working on a new AI-driven wearable device, although further details have yet to be disclosed.
For Snap, AR glasses provide an opportunity to diversify revenue streams beyond digital advertising. In recent months, Snap’s share price experienced a significant decline, triggered in part by economic concerns related to tariffs and uncertainties surrounding advertiser spending. Despite these challenges, the company has achieved revenue growth and reduced net losses. Snap’s revenue rose by 14 per cent in the first quarter, increasing from $1.19 billion in 2024 to $1.36 billion this year, while net losses were cut by more than half to $140 million.
Snap currently boasts more than 900 million monthly active users and 460 million daily active users worldwide, positioning the company to potentially reshape consumer expectations in the emerging AR market.
