Snap Inc. has taken a major strategic step toward mainstream augmented reality (AR) hardware by launching Specs Inc., a wholly-owned subsidiary focused exclusively on developing and commercializing its next-generation AR glasses, branded as Specs, expected to hit the consumer market later in 2026.
The announcement comes as Snapchat is amidst an evolution within. Snap’s AR efforts began with its original Spectacles line, i.e., wearable smart glasses introduced in 2016 and iterated over the years, and most recently, with the developer-oriented Spectacles ’24 have given them quite an edge as a company.
Under the new structure, Specs Inc. gains greater operational focus, distinct branding, and flexibility to pursue partnerships and minority investment, positioning it to better compete with major AR players like Meta’s Ray-Ban Meta and other upcoming smart eyewear products.
According to the announcement:
Computers and smartphones feel like they are designed to capture our attention, block out the real world, and isolate us from our in-person relationships. Specs do the opposite, keeping you present in the moment, and bringing you together with friends, family, and coworkers through shared experiences like running around in the backyard playing capture the flag, learning about chemistry by simulating reactions, or reviewing virtual designs of a new product together as a team.
Specs Inc.’s creation coincides with Snap’s long-term investment of more than $3 billion into AR wearables over roughly 11 years, a commitment that has helped build out hardware capabilities and the supporting Snap OS platform powering Spectacles and future Specs glasses. Snap OS 2.0, released in 2025, provides a foundation for consumer use by enhancing spatial computing features, intuitive AR content overlay, and support for interactive XR experiences, including browser functionality and compatibility with third-party content like games and interactive AR scenes.
According to Snap leadership, the goal with Specs is to create an immersive, practical wearable computer that augments everyday life. Snapchat has long believed AR glasses should empower users to “engage more with the real world rather than less,” a philosophy echoed in the strategy of emphasizing natural interactions over traditional screens. In September, Snap’s CEO Evan Spiegel shared an open letter where he emphasized that the company is approaching a critical “crucible moment” in 2026. He highlighted that Specs will play a vital role in shaping the company’s future.
Despite competitive headwinds, the AR glasses race is intensifying. Meta’s Ray-Ban Meta lineup has already gained traction in the smart eyewear space, and Apple and Google are widely rumored to be preparing their own AR devices for the coming years. Snap’s move to spin off Specs is intended to sharpen its competitive edge, attract external capital, and accelerate development timelines for consumer-ready technology.
Snap, or as they’re now calling themselves, Specs, is gearing up to launch their sixth-generation Spectacles this year. What’s exciting is that this time, they’re aiming to market these AR glasses directly to the public, rather than just targeting developers and educational institutions.