Snap Inc. launched its new generation of augmented reality glasses, named Specs, at the Augmented World Expo. The wearable computer features see-through lenses. Pre-orders for the device cost $2,195. Shipments begin this fall in the United States, United Kingdom, and France.
The announcement places Snap in direct competition with Meta and Google. CEO Evan Spiegel designed Specs to integrate computing into environments less intrusively than smartphones. Snap is targeting developers to build specialized applications called Lenses. The company is rolling out new tools to facilitate this development.
This hardware re-entry follows significant financial losses from the 2016 Spectacles. The high price point focuses on early adopters rather than the mass market. Snap’s stabilizing core social media business provides the foundation for this venture.