Snap Spins Off Its Smart Glasses Division Into New Company
▼ Summary
– Snap is launching a new subsidiary company named “Specs Inc.” to operate its upcoming augmented reality glasses business separately from its core operations.
– The company states this structure provides operational focus, enables potential partnerships and minority investment, and allows for clearer business valuation.
– Snap reaffirms plans to release the first consumer version of Specs smart glasses in 2026, pricing them below Apple’s $3,499 Vision Pro.
– The glasses are promoted as an AI-first device featuring a unique “Intelligence System” that proactively assists users while prioritizing privacy.
– This corporate separation may also be an attempt to distance the hardware from Snapchat’s controversies regarding child safety and social media addiction.
Snap is taking a significant step forward with its augmented reality ambitions by spinning its smart glasses hardware division into a new, wholly-owned subsidiary. This strategic move aims to sharpen operational focus and attract fresh investment for the Specs project, which is slated for a consumer launch in 2026. The newly formed company, named Specs Inc., will operate as a distinct entity under the Snap umbrella, providing greater flexibility for partnerships and a clearer valuation path as it prepares to bring its AI-powered wearable to market.
The company’s announcement emphasized that this corporate restructuring will foster a stronger, more defined brand identity for the hardware. It also opens the door to potential minority investments, offering new capital avenues separate from Snap’s core social media business. This separation could be a strategic effort to insulate the ambitious hardware venture from the controversies sometimes associated with the Snapchat platform, such as debates over child safety and screen time.
While a firm launch date and final price point remain under wraps, Snap has previously indicated that Specs will be positioned as a more accessible alternative to high-end headsets, with CEO Evan Spiegel confirming a target price below Apple’s $3,499 Vision Pro. The company is positioning Specs not merely as another wearable, but as a foundational shift in personal computing. Snap boldly claims the glasses will introduce “a new computing paradigm,” aiming to succeed the legacy of iconic devices like the 1984 Macintosh.
Central to this vision is an AI-driven experience. Snap describes the glasses as featuring a groundbreaking “Intelligence System” designed to proactively assist users by understanding their context and preferences, all while prioritizing privacy. This represents a move away from traditional, user-initiated operating systems toward a more anticipatory, AI-first model of interaction. The core promise is a wearable that helps “get things done on your behalf” through deep integration of artificial intelligence.
This AI-centric approach was previewed in last year’s Snap OS 2.0 update for developer editions of Spectacles. Spiegel has consistently framed the device as “a new kind of computer,” a vision further bolstered by a substantial $400 million partnership with AI firm Perplexity announced in November. By housing these efforts in a dedicated subsidiary, Snap is betting that a focused, independent structure is the best way to bring its vision for the next generation of ambient, wearable computing to life.
(Source: The Verge)
