From TechCrunch · Lucas Ropek · · 2m
Snap's $2,200 glasses need a reason to exist
After a disastrous launch, Snap is adding AI, entertainment, and enterprise features to justify its expensive Specs hardware.
In brief
After a disastrous launch, Snap is adding AI, entertainment, and enterprise features to justify its expensive Specs hardware. Snap is betting that pairing its pricey smart glasses with AI productivity tools, streaming apps, and corporate workflows will convince people they're worth buying. Originally reported by…
Snap's glasses flopped hard
Snap's Specs smart glasses launched earlier this year at $2,200 and looked like scuba gear. The reveal sparked online ridicule and calls for CEO Evan Spiegel to resign.
“The glasses, which cost a whopping $2,200 and are vaguely reminiscent of scuba gear, inspired jeers online”
Now Snap is trying again
At a Los Angeles event this week, Snap executives unveiled new features and services for Specs to give the glasses a clearer purpose and broader appeal.
Entertainment apps are coming
Specs can now connect to HBO Max and Spotify, offering interactive entertainment options that smart glasses have largely lacked until now.
Meet Specs Intelligence
Snap launched an AI system called Specs Intelligence that learns your goals and routines from connected apps, helping you focus on what matters while making progress on longer-term goals.
“builds an understanding of your goals, priorities, relationships, and routines from the apps and tools you choose to connect”
AI productivity for your face
Spiegel described Specs Intelligence as an AI native operating system that connects AR effects across phones and glasses to help users get things done while staying focused.
“AI native operating system with intelligence designed around your projects”
Enterprise is the real target
Snap announced Specs for Enterprise, partnering with Amazon, Salesforce, and Nvidia to integrate the glasses into corporate workflows, starting with IT technician support.
Basketball app seems impractical
Snap partnered with the NBA and WNBA to create an AR app for practicing basketball on Specs, though wearing heavy goggles while playing raises obvious questions.
Cellular connectivity costs extra
Snap is selling a separate charging case with built-in cellular connectivity via Verizon for $10 monthly for Verizon customers and $20 for others.
Spiegel reframes the vision
The CEO positioned Specs as a human-centric computer that makes people more important, rejecting the idea that AI will replace jobs or virtual worlds will replace reality.
“Making people irrelevant is not progress, and computers should make us more important, not less.”
Pop-up preview before fall launch
Snap is hosting a Specs pop-up in Los Angeles in October before the devices ship later in the fall, giving people a chance to try them before buying.
The takeaway
Snap is betting that pairing its pricey smart glasses with AI productivity tools, streaming apps, and corporate workflows will convince people they're worth buying.
