Snapchat, a name historically overshadowed by major technology players, has announced ambitious plans to release augmented reality (AR) smart glasses enhanced with artificial intelligence ahead of industry rivals like Meta, Google, and Apple. During a keynote speech at the Augmented World Expo held in Long Beach, California, Snap’s CEO Evan Spiegel revealed that the updated version of the camera-equipped glasses, dubbed “Snapchat Specs,” is scheduled for launch in 2026. This timeline positions Snap ahead of Meta’s planned release of its AR-focused “Orion” glasses in 2027 and precedes any specific rollout date from Google regarding its Android XR glasses.
In his address, Spiegel emphasized the limitations posed by current smartphone technology, suggesting that such devices hinder creative possibilities. “The tiny smartphone limited our imagination,” he stated. He argued that today’s devices, along with their user interfaces, are insufficient to unlock the full potential of artificial intelligence.
The forthcoming Snapchat Specs aim to introduce a lightweight design combined with AI capabilities, allowing users to interact with real-world objects through the lens. Snap indicated that features may include the ability to translate ingredients on product labels, as well as engaging in interactive experiences, such as playing video games using only their eyes. While details on pricing or specific designs remain undisclosed, Snap announced that it has forged operating system partnerships with major players like OpenAI and Google Gemini to enhance the glasses’ functionality.
If Snap adheres to its 2026 timeline, it would achieve a significant milestone as the first major tech company to offer augmented reality glasses to mainstream consumers, setting the stage for a tightly contested race to develop what many consider the successor to the smartphone. This competition includes not only established giants such as Meta, Google, and Apple but also emerging tech, such as the partnership between OpenAI and Jony Ive, the former Apple design chief.
Snap originally garnered attention in this space with the release of its “Spectacles” in 2016. These glasses were innovative for their ability to allow users to capture and share photos and videos directly on Snapchat. However, the subsequent years have seen Snap’s efforts overshadowed by Meta’s strategic partnership with EssilorLuxottica, leading to the launch of Ray-Ban smart glasses. Although specific sales figures for Meta’s glasses have not been disclosed, EssilorLuxottica has reported significant success, claiming over 2 billion units sold since their launch in 2023. The company is targeting a production increase to 10 million units by 2026, indicating a strong market reception.
Despite this success, Meta’s Ray-Ban glasses do not incorporate AR technology; instead, they focus on audio-based AI features along with standard photo and video capabilities. Meta is expected to release its Orion AR glasses in 2027, which will integrate eye-tracking technology for navigating social media content on apps like Threads.
Other tech companies are also looking to carve a niche in the smart glasses market. For instance, Google announced its entry into this space at its IO developer conference in May, in collaboration with Warby Parker. Similarly, Apple, facing challenges with its $3,500 VisionPro headset, is rumored to be working on smart glasses slated for release next year, which are expected to resemble Meta’s Ray-Bans. Advanced AR functionalities, however, will reportedly take several more years of development.
Snap’s announcement of the Snapchat Specs follows a challenging fiscal period for the company, marked by unstable financial results. Recent reports indicate a recovery, with increased free cash flow in the latest quarter. The introduction of these smart glasses represents a strategic move toward revenue diversification, especially as Snap has increasingly relied on advertising income from its social networking platform.
However, Snap remains tight-lipped regarding the pricing of its upcoming glasses. For context, Meta’s Ray-Ban smart glasses, which do not offer AR capabilities, retail between $239 and $303. Given the technological requirements expected for the Specs, it is plausible that Snap’s new offering may carry a higher price point.
Consumer acceptance will likely hinge on the glasses’ style and comfort. Historical trends reveal a general reluctance among consumers to adopt bulky or unattractive smart glasses and headsets. By setting a 2026 launch date, Snap has reinvigorated its position in the tech dialogue, but the true test will be whether it can deliver a product that resonates with the target audience. As the competition heats up, the importance of design and functionality cannot be overstated in ensuring consumer interest and market viability.