Snap Launches Specs Inc to Lead AR Glasses Push
Snap Inc. has established a wholly owned subsidiary, Specs Inc., to oversee the development and commercial rollout of its augmented reality eyewear, as the company prepares for a consumer release in late 2026. The new unit is intended to sharpen operational focus, enable external partnerships, and provide financial flexibility ahead of the public launch.
The subsidiary will operate independently within Snap, giving the eyewear team autonomy and opportunities to partner externally worldwide. The unit is recruiting for nearly 100 roles worldwide, and the devices will not require individuals to have a Snapchat account to function.
Company statements indicate the arrangement is designed to support the creation of a distinct brand for the eyewear and to allow users to engage with the glasses outside of Snap’s primary social network services.
The fifth-generation specs of the upcoming glasses built on developer editions were launched in 2024 under a subscription programme. They run Snap OS and incorporate four cameras to enable hand-tracking, along with on-device artificial intelligence features such as spatial tips that provide contextual details about real-world objects and a travel mode intended for translation assistance. Third-party developers have produced games and applications that leverage multi-user synchronisation and other platform capabilities.
Snap’s work in wearable augmented reality spans more than a decade, with the most recent consumer headset released in 2018. The company has continued to refine the hardware, producing a smaller, lighter fifth-generation form following testing with developer models. Executive commentary has positioned the product as a way to overlay digital content on the physical world with the aim of reducing reliance on handheld screens.
The announcement’s timing coincides with heightened activity from competing firms. Meta has collaborated with EssilorLuxottica on Ray-Ban- and Oakley-branded smart glasses and is reported to be working toward a consumer AR product in 2027. Apple has entered the spatial computing market with Vision Pro. In response, Snap has focused on expanding its developer ecosystem prior to a broader consumer rollout.
Creating a separate corporate vehicle also allows Snap to open the business to minority investment, which could close funding gaps relative to better-capitalised rivals. The approach is intended to channel resources specifically to hardware development while insulating the project from operational and reputational issues affecting Snap’s core social media operations.
Operationally, the unit aims to accelerate iteration on Snap OS and to refine capabilities such as hand-tracking and contextual AI, both shaped by developer feedback. By positioning Specs as a distinct brand, Snap seeks to widen the appeal of its yet-to-be-released AR glasses beyond its existing user base and to promote spatial computing use cases that offer more immersive experiences than smartphones.
Consumer availability is slated for later in 2026, though no firm release date has been set. The product’s success will hinge on app supply, competitive pricing relative to other smart eyewear, and clear demonstrations of everyday utility in areas such as collaborative gaming and real-time AI assistance. Potential partnerships and outside investment could speed scaling, while the growing headcount signals a commitment to bringing the product to market amid a competitive landscape dominated by established players. Scaling their product distribution internationally will present technical, regulatory, and marketing hurdles.
