Snap makes new case for its $2,200 smart glasses
Snap unveils new features for its $2,200 Specs smart glasses at a Los Angeles event following its initial disastrous rollout.
Stock photo for illustration only, not from the actual event
- Snap hosted an event in Los Angeles to justify its $2,200 Specs smart glasses
- Added entertainment features supporting HBO Max and Spotify, plus Specs for Enterprise
- Partnered with NBA and WNBA to develop AR basketball training applications
- Introduced a cellular connectivity package with Verizon priced at $10 to $20 monthly
When Snap first debuted its long-awaited smart glasses named Specs earlier this year, the product launch turned out to be a genuine disaster. The heavy eyewear carried a staggering price tag of 2,200 dollars and bore a vague resemblance to scuba gear, triggering heavy online mocking and demands for CEO Evan Spiegel to resign. Consequently, the company's stock experienced a sharp downturn.
Ever since that rocky debut, Snap has clearly been searching for an opportunity to demonstrate why this bulky and expensive piece of hardware—one that most casual consumers can hardly afford—deserves a place in the market. This week, the company seized that exact chance during an event held in Los Angeles, where Spiegel and other executives unveiled various new features and services designed to integrate the glasses into broader digital activities and give them a distinct purpose.
During Wednesday's presentations, Spiegel took the stage to share details and run live demonstrations. Following a trippy promotional video, the company highlighted new entertainment options allowing Specs to connect with HBO Max and Spotify, providing a baseline of interactive fun that smart glasses have largely lacked until now.
Snap also introduced a program named Specs for Enterprise, allowing the hardware to integrate smoothly into corporate workflows. The company announced partnerships with prominent tech firms including Amazon, Salesforce, and Nvidia to ensure the device proves useful for corporate staff. A demo video shown at the event featured an IT technician repairing hardware with the assistance of the new glasses.
Stock photo for illustration only, not from the actual event
Nevertheless, some announced features left attendees slightly scratching their heads. For instance, a newly developed application through a partnership with the NBA and WNBA allows users to practice basketball and improve their shooting form using the glasses' AR capabilities. In reality, however, few casual users would likely choose to wear heavy goggles while playing basketball.
Snap's push to position its expensive smart glasses across both consumer entertainment and enterprise workflows highlights an aggressive strategy to salvage a high-stakes hardware bet. While everyday consumers may hesitate due to the steep cost and bulky form factor, targeting specialized enterprise tasks and technicians offers a much more pragmatic path toward long-term utility.
Also announced on Wednesday was a separate connectivity package tailored for users who want to utilize Specs on the go away from Wi-Fi connections. Sold separately, the package includes a charging case with built-in cellular connectivity through a partnership with Verizon, costing 10 dollars a month for Verizon customers and 20 dollars a month for non-Verizon customers.
Snap has repeatedly defended the device's eyebrow-raising price by characterizing it as a computer you wear directly on your face. Whether everyday buyers will embrace this proposition remains to be seen, as Snap prepares to host a Los Angeles pop-up shop in October ahead of the official shipments slated for later this fall.
Source: TechCrunch
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