The restructuring allows it to seek outside investment as it prepares to launch its next generation of Spectacles
Snap is transforming its augmented reality glasses business into its own entity, establishing Specs Inc. as a wholly owned subsidiary.
The move, first rumored in mid-2025 and now confirmed via Snap, is designed to give the hardware division greater autonomy to secure external investors and partnerships.
By separating Specs from the core social media platform, Snap hopes to build Specs into a distinct brand that can compete more effectively with rivals such as Meta, which has massive R&D budgets.
The creation of Specs Inc. comes at a critical juncture for the company, as it prepares to launch its next-generation standalone AR glasses later this year.
What to expect from the next Specs
CEO Evan Spiegel has promised that the upcoming model will be significantly lighter with a smaller form factor than previous developer-focused iterations.
This new hardware will run on a specialized operating system designed to leverage artificial intelligence, helping users complete tasks based on their visual surroundings and behavior.
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Snap’s vision for the brand is centered on ambient computing, arguing that smart glasses can keep users more present with friends and family than a traditional smartphone screen.
Beyond consumer social features, Snap is positioning Specs as a tool for productivity and sustainability. The company believes that high-fidelity digital overlays can eventually replace physical objects like paper manuals and office whiteboards, reducing environmental waste.
While Snap has not yet confirmed any specific investment partners, the new entity is already hiring for over 100 roles worldwide, signaling an aggressive push to bring true consumer-grade AR to the mainstream before the end of the year.
