Snap has decided to clean up its organizational chart a little. The group, publisher of Snapchat, has formalized the creation of Specs Inc., a 100% owned subsidiary, exclusively responsible for the development of its augmented reality glasses. A way, according to Snap, to bring more teeth to a strategic project which is approaching a key moment: the launch of its first consumer product, planned for later this year.
There’s excitement in the connected glasses market
In its announcement post, Snap does not just talk about internal organization. The new subsidiary should also facilitate the signing of partnerships and offer more financial flexibility, with the possibility of opening the capital to investors. The idea is also to give a more readable existence to the activity, and therefore a better valuation, as Specs glasses get closer to the market.
No precise figures were given on the numbers. That doesn’t stop Specs from recruiting like crazy, with nearly a hundred positions open. The maneuver is not a surprise. As early as last November, Snap explained to analysts that a dedicated structure was in the works. On the product side, the calendar remains deliberately vague. Last June, Snap mentioned a sixth generation of glasses expected in 2026, more compact and lighter than the previous ones, this time clearly aimed at the general public. On the other hand, neither the Price nor the exact marketing date have yet filtered.
Snap is moving forward in an increasingly crowded landscape. Connected glasses, especially when they incorporate artificial intelligence, have become a highly contested playing field. Meta and Alphabet are multiplying initiatives, each with their own vision of the future portable.
Meta launched last fall in the United States a new pair of Ray-Ban glasses with an integrated screen, priced at $799. For its part, Google plans to release a model developed with Warby Parker this year. All in a somewhat turbulent context: Meta recently cut more than 1,000 positions in Reality Labs, refocusing its efforts on AI and wearable objects.
At Snap, the speech is obviously more enthusiastic. During the Augmented World Expo, his boss Evan Spiegel promised glasses “ much smaller, much lighter, with a lot of extra capacity », ready to leave the closed club of developers. Today, the fifth generation of Spectacles remains reserved for the latter, via a monthly subscription. Good news for the ecosystem, experiences designed today will remain compatible with the next generation of glasses. Enough to arrive on the market with an already full catalog.
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