Snap released its latest attempt at smart glasses, priced at £1,995, with shipping slated for autumn. The wearable device marks another pivot for the camera company after years of failed hardware experiments.
The glasses represent Snap's continued bet on augmented reality as a core part of its future. Previous iterations, including Spectacles (launched in 2016), struggled to gain consumer traction despite early hype. The company burned through significant resources on hardware development while competitors like Meta and Apple pursued their own AR ambitions.
This new model arrives as the smart glasses market remains unproven. Meta's Ray-Ban collaboration generates modest sales, while Apple's Vision Pro fails to break into mainstream adoption at similar price points. Snap's positioning at nearly two grand places it squarely in a luxury segment with minimal proven demand.
The company justifies the premium through technical specs and integration with Snapchat's ecosystem. The glasses will layer digital content onto the real world, connecting users to Snap's camera platform and ad network. Snap has historically struggled to monetize hardware, relying instead on its advertising business within the app itself.
Industry observers question whether Snap can succeed where others have faltered. The company's core strength remains in social messaging and advertising targeting, not manufacturing or hardware distribution. Previous Spectacles iterations sold poorly despite celebrity endorsements and limited-edition releases.
Snap's AR push reflects broader tech industry trends. Meta has invested billions into metaverse hardware with underwhelming results. Apple's Vision Pro faces inventory challenges as demand softens. Yet companies continue betting on AR as the next computing platform, even without clear consumer use cases or killer applications.
The autumn launch gives Snap several months to build anticipation. Success requires not just shipping the device but convincing creators and users that the glasses solve real problems rather than serving as expensive novelties. For Snap, this represents another high-stakes bet in a crowded hardware graveyard.