Snap Inc., the company behind Snapchat, is preparing a renewed push into the smartglasses market, aiming to reclaim ground it once helped pioneer. After years in which its early eyewear experiments were overshadowed by competitors such as Meta and newer entrants like Halliday and Mentra, Snap is reorganising its efforts under a new subsidiary, Specs Inc.
The move signals a clear intention to return to the forefront of wearable technology. According to Snap, Specs Inc. will focus exclusively on developing a new generation of smartglasses designed to compete directly with Meta’s expanding lineup and anticipated launches from other major technology firms.
A Decade in the Making
Introducing Specs Inc. Today, we’re establishing Specs Inc. as a distinct subsidiary within Snap Inc. Built to make computing more human, Specs blend digital experiences with the real world. Want to help build what’s next? We’re hiring.
Learn more: https://t.co/QL00b769HN pic.twitter.com/qCR3gSTy9v
— Snap Inc. (@Snap) January 28, 2026
While concrete product specifications remain limited, Snap says it has spent nearly ten years working toward what it describes as a “new type of eyewear” branded simply as Specs. The company also confirmed that developers are already creating applications and interactive experiences for the platform, suggesting a broader ecosystem is planned rather than a standalone gadget.
Snap’s vision centers on blending digital content seamlessly with the physical world. Unlike traditional devices that demand constant attention to a screen, Specs smartglasses are expected to feature transparent lenses that overlay three-dimensional digital elements onto real environments. Interaction is designed to feel natural, relying on hand gestures and voice commands rather than controllers or touchscreens.
AI at the Core, Privacy in Focus
As with most modern consumer technology, artificial intelligence is positioned as a central feature. Specs Inc. says its glasses will include a new intelligence system built to understand user intent, assist with everyday tasks, and operate with strong privacy safeguards. While details are sparse, Snap has emphasised that privacy awareness will be a core principle rather than an afterthought.
Looking further ahead, the company sees Specs evolving into a practical replacement for everyday productivity tools. Instruction manuals, whiteboards, and collaborative workspaces could all be visualized directly in the user’s field of view, with built-in options for sharing experiences and information with friends.
Launch Timeline and Market Context
The first consumer-ready Specs smartglasses are currently expected to arrive in 2026, though Snap has not committed to a specific launch window. Specs Inc. is still building its internal teams and establishing the brand, indicating that development remains in an active growth phase.
Snap is not new to this space. The company introduced its original Spectacles in 2016, years before smartglasses gained broader attention. Those early models featured integrated cameras and were marketed through unconventional vending machines, generating significant public interest. Since then, Snap has released multiple iterations, most recently a fifth-generation model aimed at developers in early 2025.
With smartglasses widely expected to break into the mainstream over the next two years, competition is intensifying. Samsung, Google, and other major players are all rumoured or confirmed to be working on their own devices. Snap’s long history with augmented reality and social-first design could give it an edge, making Specs Inc. a company to watch as the wearable market heats up.
