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

Snap Launches $2,195 Consumer AR Glasses at Augmented World Expo

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 as the company bets its future on life beyond the smartphone.

CEO Evan Spiegel presented the glasses during his keynote address 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 Tuesday with a refundable deposit, and Snap expects to begin shipping this fall in the United States, United Kingdom, and France.wired

What the Glasses Offer

Powered by two Qualcomm Snapdragon processors, Specs offer up to four hours of battery life and come with a charging case that provides four additional charges. The device represents 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.spectacles

Specs offer the capability of some “more expensive headsets with the wearability of smart glasses at a more accessible price point,” Spiegel told Reuters. The glasses are standalone and tetherless, featuring see-through lenses that place digital content into three-dimensional space, with hand and voice interaction powered by Snap OS. Spiegel acknowledged that memory chip costs “have been quite impactful” and said Snap wants to offer cheaper versions in the future.channelnewsasia

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 in the company. 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.marketchameleon

Spiegel pushed back against activist demands in an interview with Reuters, saying the newly launched glasses are “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 enacted partly under activist pressure.invezz

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.techradar