Snap, the parent company of Snapchat, is launching a new subsidiary called Specs Inc. to focus on its augmented reality glasses. The move aims to advance mixed-reality Spectacles amid growing competition from Meta and Apple.
Snap announced on Thursday that it will spin out its smart glasses division into Specs Inc., a standalone subsidiary set to launch later this year. The new entity will build on the company's Spectacles line, which debuted in 2016 as a tool for recording and sharing video on Snapchat.
Unlike virtual reality headsets that isolate users, Specs glasses feature see-through lenses that overlay digital objects in three dimensions, allowing natural interactions via hand gestures and voice commands. Snap differentiates this approach from premium devices like Apple's Vision Pro, which have struggled with sales. Early Spectacles emphasized content creation for Snapchat, but the latest versions target social interactions and business applications.
The subsidiary's products include a novel Intelligence System designed to understand users and their surroundings, automating tasks while prioritizing privacy. "We're building a computer that we hope you'll use less, because it does more for you," Snap stated in its announcement.
Currently, Spectacles are offered through a $99 monthly subscription aimed at developers and creators, rather than general consumers. The company's website encourages app development for the platform.
This development comes as competition intensifies, with Meta releasing updated AI glasses and rumors swirling about Apple's AR efforts. Ben Wood, chief analyst at CCS Insight, called the spin-out a "smart move" in a LinkedIn post. He anticipates multiple smart glasses products hitting the market in 2026.
