American technology company Snap has launched its first augmented-reality (AR) glasses for consumers, marking a major push into wearable computing as tech firms race to redefine personal devices in the AI era.
Unveiled at the Augmented World Expo in Long Beach, California, the new Specs glasses are priced at $2,195, positioning them as a premium device aimed at early adopters and developers rather than mass-market consumers.
The launch comes at a critical moment for Snap, whose advertising business faces pressure from larger rivals, while investors continue to question the long-term costs of its hardware ambitions. The company has invested more than $3.5 billion into its AR hardware and ecosystem over the years.
Snap CEO Evan Spiegel said the company aimed to build “a totally new type of computer,” designed to move core digital functions away from smartphones and into lightweight wearable devices.
The Specs glasses overlay digital content onto the real world, enabling functions such as navigation prompts, AI-assisted responses, virtual whiteboarding and content streaming. Developers have also created experiences ranging from an Apollo 11 simulation to sports training tools.
Snap’s entry comes amid a growing race in AR and smart glasses, as major technology companies explore alternatives to smartphones.
Meta has already seen early traction with its Ray-Ban smart glasses developed with EssilorLuxottica, while Apple is reportedly working on its own AR device following its mixed-reality Vision Pro headset. Google has also partnered with the consumer eyeglass company Warby Parker on AI-enabled glasses, and OpenAI-linked projects have explored similar wearable concepts.
Unlike Meta’s simpler camera-first glasses, Snap’s Specs aim to deliver full augmented reality capabilities, though analysts note the technology remains expensive and difficult to scale.
Snap is initially targeting developers, with “hundreds of thousands” already using its Lens Studio platform. It is also expanding tools to build AR applications through systems including Claude Code, Codex and Cursor integrations.
The device runs on dual Qualcomm processors and offers up to four hours of battery life, extended through a charging case. It is expected to ship in the US, UK and France this autumn, with wider availability dependent on demand.
While Specs undercut Apple’s $3,499 Vision Pro headset, they remain significantly more expensive than Meta’s $379–$799 smart glasses range, raising questions about mainstream adoption.
Analysts say the price reflects the complexity of building full AR glasses, but warn that consumer uptake may remain limited until costs fall further and software ecosystems mature.
Still, industry observers say Snap’s move places it among the earliest major players attempting to deliver true AR eyewear at scale, as competition in AI-driven wearable technology accelerates.
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