Snap is set to launch its first-ever consumer smart glasses, marking its entry into the competitive wearable tech market next year. The new augmented reality (AR) glasses, called Specs, will be lightweight, according to the company’s announcement on Tuesday.
Known for its popular messaging app Snapchat and its animated filters, Snap has been increasingly focusing on AR technology, which allows users to overlay digital effects onto real-world images or videos through a camera or lens.
By integrating wearable technology, Snap aims to tap into new markets and diversify its revenue streams, especially in light of a fluctuating digital advertising market due to changes in U.S. trade policies.
While Snap launched its 5th-generation Spectacles glasses in September, those were limited to developers. The company has invested over $3 billion over the past 11 years to develop its AR glasses, Snap co-founder and CEO Evan Spiegel revealed at the Augmented World Expo 2025.
“Before Snapchat had chat, we were building glasses,” Spiegel said.
The growing success of Meta’s Ray-Ban Meta smart glasses, developed in collaboration with EssilorLuxottica, has spurred companies like Google to explore similar AR technology investments. Meta continues to expand its glasses with AI features to attract a larger consumer base.
Snap also announced a partnership with augmented reality and geospatial technology platform Niantic Spatial to improve the Lens Studio. This app allows creators to design, animate, and publish AR lenses for Snapchat and now Specs glasses.
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