Snap has announced the creation of Specs as a wholly-owned subsidiary, formally carving out its smartglasses business as a standalone entity ahead of a planned public launch later this year. The move signals Snap’s intent to give the category sharper strategic focus while preparing it for future growth opportunities.
By establishing Specs as a separate company, Snap aims to streamline operations, enable new strategic partnerships, and create flexibility for capital structures, including the possibility of minority investments. The structure will also allow the business to build a distinct brand identity and offer clearer visibility into its valuation.
Snap has spent over a decade developing Specs as part of its broader mission to make computing more human. Positioned as a new category of eyewear, Specs blend digital experiences with the physical world through see-through lenses that project three-dimensional digital elements. Users can interact naturally using hand gestures and voice, without being removed from their surroundings.
The platform is already gaining traction among developers, with applications under development across education, gaming, and productivity. Unlike smartphones and computers that demand constant attention, Specs are designed to support shared, real-world experiences—ranging from outdoor play and immersive learning to collaborative design.
The timing of the launch aligns with rapid advances in artificial intelligence. Specs will incorporate what Snap describes as a first-of-its-kind intelligence system that understands both users and their environment, enabling tasks to be completed on their behalf while keeping privacy at the core. Snap says the goal is to build a computer that is used less because it does more.
Looking ahead, the company believes Specs could also contribute to sustainability by digitally replacing certain physical tools such as whiteboards, instruction manuals, televisions, and toys—reducing material consumption and waste.
Snap plans to reveal the next generation of Specs later this year and confirmed that it continues to expand its team as development accelerates.
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