The smart glasses market has a new entrant, none other than Snap Inc., the company that turned disappearing messages into a global phenomenon with Snapchat. At the Augmented World Expo 2026, the company introduced a new augmented reality (AR) product dubbed Specs, with a starting price of $2,195.
This is the first consumer AR product Snap has ever released. With Specs, the company is taking a big swing into relatively uncharted territory. Given Snap’s mixed track record with hardware products, it could prove to be a risky move.
Nevertheless, the company seems determined to see it through. Even Snap CEO Evan Spiegel describes the product as his “life’s work,” showing just how important it is to the company. Spiegel believes the gamble will pay off because people are tired of constantly looking down at their phones.
“Almost 20 years since the launch of the iPhone, people are ready to think about computing differently,” he said during an interview with CNBC. Could he be right? Possibly, but only time will tell.
