Snap’s recent launch of its smart glasses, Specs, has garnered a less-than-stellar reception, leading to widespread criticism and a significant drop in the company’s stock. Priced at an astonishing $2,200, the glasses have faced ridicule online, prompting calls for CEO Evan Spiegel’s resignation.
In light of this backlash, Snap has sought to articulate the value of Specs, a hefty and pricey product likely out of reach for many casual consumers.
This week, Snap presented new features and services associated with Specs during an event in Los Angeles. The updates are designed to deepen the glasses’ integration with digital interactions, clarifying their intended purpose.
During the event, Spiegel unveiled several new features after a visually striking promotional video. A series of live demonstrations followed.
Specs can now connect to HBO Max and Spotify, adding entertainment possibilities that enhance user engagement, an area where smart glasses have previously fallen short.
One of the most significant announcements was the introduction of Specs Intelligence, branded as an “anticipatory AI” system that connects the glasses to other user devices, including iPhones and Macs. Snap claims this technology learns about user priorities and helps focus on immediate tasks while progressing toward long-term goals.
Spiegel described this new AI system as an “AI native operating system” that connects various Snap services, enabling users to manage tasks across the platform while concentrating on what truly matters. Essentially, it functions more like an AI productivity tool rather than being exclusively tied to the glasses.
The company also introduced a program named Specs for Enterprise, aimed at integrating the device into corporate environments. Snap has formed partnerships with firms like Amazon, Salesforce, and Nvidia to enhance its utility within business settings.
However, the practical use cases for Specs, particularly in professional settings, remain somewhat unclear. A demo displayed an IT technician utilizing the glasses for maintenance tasks, hinting that this application may primarily suit tech support roles.
“We’re developing mobile device management and security features to ensure IT departments can operate confidently,” Spiegel stated.
Other features showcased were more questionable, such as an app developed with the NBA and WNBA that enables users to improve their basketball skills through AR. It raises the question: who will realistically practice basketball while wearing heavy glasses?
Another innovation is a new connectivity package for users wishing to utilize Specs away from Wi-Fi networks. Priced separately, this package includes a charging case with integrated cellular connectivity, offered at $10 monthly for Verizon customers and $20 for others.
Spiegel emphasized Specs as a transformative computing device, strategically launched during a tumultuous time in tech. “We reject the notion that computers diminish human relevance. Instead, we see technology enhancing our significance,” he noted.
Snap has justified Specs’ steep price by marketing it as a wearable computer. Whether consumers will embrace this concept remains uncertain. The company plans to host a Specs pop-up in Los Angeles in October before the product is officially released later this fall.
