Snap launches $2,195 augmented-reality glasses, betting on future beyond smartphones

Snap is making a significant bet on the future of computing with its new augmented-reality glasses, Specs, priced at $2,195. Unveiled at the Augmented World Expo, the device represents Snap's ambition to lead in a category where even tech giants like Apple have faced challenges.

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We wanted to build a totally new type of computer

The launch arrives at a crucial time for Snap, which is navigating pressure on its advertising business and facing demands from an activist investor to address the substantial investment in its augmented-reality efforts. The company has reportedly invested over $3.5 billion in the Specs unit.

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more expensive headsets with the wearability of smart glasses at a more accessible price point

Specs are designed to be lighter and more capable than rivals. While Apple's Vision Pro headset is priced at $3,499, and Meta's smartglasses range from $379 to $799, Snap's offering aims for a balance of advanced AR features and wearability. The glasses feature AR lenses that overlay digital information onto the user's view, offering navigation, AI-powered answers, and content streaming.

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The price point is still a bit on the high end of what consumers expect from AR glasses

Snap CEO Evan Spiegel described Specs as "a totally new type of computer," highlighting the company's development of new technology across components like displays and low-power chips to extend battery life without adding bulk. While the price point is considered high by some analysts, Snap's ability to create full AR glasses positions them as an early leader in the field.

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building full AR glasses is extremely difficult and expensive, and for Snap to be among the first is a big deal