Snap Inc. has stepped up its push into augmented reality hardware by launching Specs Inc., a wholly owned subsidiary that will focus exclusively on developing and commercialising its next-generation AR glasses, branded Specs, expected to reach consumers in 2026.
The move marks a strategic shift as Snap seeks to bring AR wearables into the mainstream, building on nearly a decade of experimentation that began with its Spectacles smart glasses in 2016 and continued through multiple iterations, including the developer-focused Spectacles ’24.
By spinning off its AR hardware ambitions into a dedicated unit, Snap said Specs Inc. will gain sharper operational focus, independent branding, and flexibility to pursue partnerships and minority investments. The structure is designed to strengthen Snap’s position against growing competition from Meta’s Ray-Ban Meta smart glasses, as well as anticipated AR devices from Apple and Google.
Snap said the philosophy behind Specs contrasts with traditional screens. “Computers and smartphones are designed to capture attention and isolate users,” the company said, adding that Specs aim to keep users present in the real world while enabling shared AR experiences such as collaborative design reviews, interactive learning, and outdoor gameplay.
The launch of Specs Inc. coincides with Snap’s long-term investment of more than $3 billion in AR wearables over the past 11 years. This investment has helped build both hardware capabilities and Snap OS, the software platform powering its AR devices. Snap OS 2.0, released in 2025, introduced enhanced spatial computing, interactive AR overlays, browser support, and compatibility with third-party XR content.
Snap chief executive Evan Spiegel has described 2026 as a critical turning point for the company. In a recent open letter, he said AR glasses would play a central role in Snap’s future, reflecting its belief that wearable computing should encourage users to engage more with their surroundings, not less.
As competition intensifies in the AR space, Snap is also preparing to launch its sixth-generation Spectacles later this year. Unlike previous versions aimed largely at developers and institutions, the upcoming release is expected to be marketed directly to consumers, signaling Snap’s strongest attempt yet to establish AR glasses as an everyday device.
