Snap unveils $2,195 consumer AR glasses, defying activist pressure

Snap Bets Big on Life Beyond the Smartphone

Snap on Tuesday unveiled its first consumer-targeted augmented reality glasses at the Augmented World Expo in Long Beach, California, pricing the standalone device, called Specs, at $2,195. CEO Evan Spiegel presented the glasses in a keynote titled "Making Computing More Human," pitching them as the next evolution in how people interact with technology in the age of artificial intelligence. Preorders opened on Tuesday with a refundable deposit, and Snap expects to begin shipping this autumn in the United States, United Kingdom, and France.

What the Glasses Offer

Powered by two Qualcomm Snapdragon processors, Specs offer up to four hours of battery life and ship with a charging case providing four additional charges. That is a substantial upgrade over the developer-only fifth-generation Spectacles released in 2024, which weighed 226 grams and lasted only 45 minutes on a single charge. The new device is fully standalone and tetherless, with see-through lenses that place digital content into three-dimensional space and hand and voice interaction powered by Snap OS. Spiegel said Specs offer the capability of some more expensive headsets with the wearability of smart glasses at a more accessible price point. He acknowledged that memory chip costs have been impactful and said Snap wants to offer cheaper versions in future.

Activist Pressure and Market Reaction

Shares of Snap rose more than 3% following the announcement, even as the launch comes amid pressure from activist investor Irenic Capital Management, which holds a 2.5% stake. Irenic has publicly called on Snap to divest or discontinue its AR glasses division, arguing the project has consumed more than $3.5 billion to date. Spiegel pushed back, calling the glasses integral to the company's long-term vision. The tension underscores the stakes for Snap, which laid off roughly 1,000 employees in April as part of a $500 million cost-cutting plan.

Where Specs Sit in the Market

The $2,195 price positions Specs below Apple's $3,499 Vision Pro headset but well above Meta's Ray-Ban smart glasses, which lack immersive AR displays. Meta is developing its own full AR glasses, called Orion, for a planned 2027 launch. With Xreal and Qualcomm also making announcements at the same expo, the race to build the computing platform that succeeds the smartphone is clearly heating up.