Snap unveils $2,195 AR glasses as CEO Evan Spiegel bets on post-smartphone future

In a groundbreaking announcement, Snap CEO Evan Spiegel is banking on a future where consumers are eager to escape their smartphone screens. He believes that the introduction of augmented reality glasses, priced at $2,195, will entice users to embrace a new way of computing. "Nearly two decades after the iPhone's debut, people are ready for a shift in how they interact with technology," Spiegel shared in a recent interview with CNBC. On Tuesday, the Snap co-founder unveiled Specs, the company's first AR device tailored for the general public rather than just developers. At over 15 times the cost of Snap's earlier $130 camera-only Spectacles from 2016, which never gained traction, Specs are positioned as a premium offering. Spiegel emphasizes that Specs represent a new frontier in collaborative real-world computing, allowing users to engage with digital content through transparent lenses instead of fixed screens. The anticipated shipping of Specs later this year will cover markets in the U.S., U.K., and France. This emerging sector is already bustling with well-funded competitors. Notably, Meta's Reality Labs has seen success with the Ray-Ban Meta glasses, developed in partnership with EssilorLuxottica, despite previous struggles to attract a mass audience for its Quest VR headsets. Google has also showcased its upcoming AI-enhanced glasses, developed with Samsung and Warby Parker, focusing on audio functionality. Spiegel critiques audio-only smart glasses, suggesting they lack significant utility. He referred to them as minimalistic devices, akin to phone accessories. In contrast, Meta and Google have strong digital advertising revenues that support their expensive hardware ventures. Snap, however, has faced challenges in the market, consistently posting losses since going public. Earlier this year, Snap established a subsidiary, Specs Inc., to spearhead its AR glasses development. Spiegel asserts that this initiative marks a pivotal moment for investors, aiming to demonstrate progress that has been previously unrealized. He believes there is a growing desire among consumers to redefine their relationships with screens, attributing this to discomforts like neck pain from prolonged phone use and a feeling of missing out on real-life moments. While the market for smart glasses shows potential, the VR sector remains relatively niche. Despite significant investment, Apple's Vision Pro, priced at $3,500, has not yet emerged as a flagship product. Furthermore, Meta has scaled back its VR initiatives, transforming its Horizon Worlds platform into a mobile app akin to Roblox. Spiegel claims that Specs stands out as the most capable and accessible spatial computing device currently on the market. However, rising inflation poses a challenge for high-end electronics, making it a challenging time for companies to launch premium products. Research manager Jitesh Ubrani from IDC noted that the timing is less than ideal for such launches, particularly since Snap's core audience tends to be younger and often cannot afford high-priced items. Specs promises to deliver a lighter design with a larger display than its predecessor, featuring nearly four hours of battery life and Bluetooth connectivity. Developers will also have the opportunity to create AI-driven experiences for the glasses, thanks to a preview feature that integrates with platforms like Anthropic's Claude Code and OpenAI's Codex. Regarding safety concerns, Spiegel announced plans to introduce parental controls later this year, allowing for safer sharing of Specs with teenagers. As a father of four, he has been testing the glasses at home, highlighting their potential to transform playtime. "Instead of kids staring at a phone screen, they can engage in activities like laser tag or building Legos together. It's an exciting new way to share experiences through see-through computing," he stated.