Snap is making another push to justify its $2,200 smart glasses, known as Specs. The device launched earlier this year to criticism for its high price and clunky design, which some likened to scuba gear. Since then, the company has struggled to explain why consumers should pay such a premium for a pair of heavy goggles. This week, Snap executives unveiled new features and services in Los Angeles aimed at proving the device has a clear purpose.
New Entertainment and AI Features
The company introduced several updates to improve how users interact with the glasses. New entertainment options allow Specs to connect with HBO Max and Spotify, providing a baseline of interactive content that smart glasses have largely lacked. Snap also launched Specs Intelligence, which the company describes as an “anticipatory AI” system. This system is designed to pair with the glasses and other devices, such as iPhones and Macs, to build an understanding of a user’s goals and routines.
Spiegel described the system as an “AI native operating system with intelligence designed around your projects” that helps users connect the dots across Snap’s AR camera effects. In practice, the system appears to function more like a productivity tool that can be used with the glasses but does not require them. The software attempts to help users focus on immediate priorities while making progress toward longer-term objectives.
Enterprise Partnerships and Utility
To expand its potential user base, Snap announced a program called Specs for Enterprise. This initiative allows the device to be integrated into corporate workflows through partnerships with technology companies. Snap is working with Amazon, Salesforce, Nvidia, and other firms to make the glasses useful for their staff. A demo video played at the event showed an IT technician using Specs to repair hardware, suggesting the primary utility lies in technical support roles.
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While the enterprise angle offers a concrete use case, some announced features seem less practical. Snap partnered with the NBA and WNBA to create an app that uses the glasses’ AR capabilities to help users practice basketball and improve their shot. The demo highlighted the potential of the hardware, but the reality of playing basketball while wearing heavy goggles remains questionable.
Cellular Connectivity and Pricing
Snap also addressed the issue of staying connected away from Wi-Fi. The company introduced a new connectivity package sold separately that includes a charging case with built-in cellular connectivity. This feature, powered by a partnership with Verizon, costs $10 per month for Verizon customers and $20 per month for non-Verizon customers.
The device remains a heavy investment for casual users. Spiegel framed Specs as a way to engage with computing in a human-centric format. He argued against the idea that AI will take jobs or that virtual worlds will replace reality. “Computers should make us more important, not less,” Spiegel said. Snap has announced a Specs pop-up event in Los Angeles in October before the devices ship later this fall. The company continues to characterize the product as a computer worn on the face, though it is unclear if consumers will adopt that definition.
