After a decade of experimentation with wearable technology, Snap Inc. has announced that it is creating a separate company to oversee the development of Specs. The move comes as more businesses invest in immersive technologies powered by AI and spatial computing.
Establishing Specs Inc. gives the AR business more control as it fine-tunes its core technology ahead of the 2026 release.
Operating as an independent company also allows development, testing, and rollout to be managed separately from Snap’s core business.
Why Snap Decided to Make Specs Inc. a Subsidiary
Snap first released smart glasses in 2016, with Spectacles. The initial releases were camera glasses, with more recent generations moving into the AR space. Spinning off Specs Inc. signals a move from testing phases to a commercial launch.
Specs Inc. becoming its own company should also give it more creative and financial freedom. In a competitive space, independence may help the brand develop the technology more efficiently as AR software and hardware advance.
Big tech and smaller startups have recently been putting more time and research into developing hardware and software for AR glasses. Recently, Meta announced they were delaying the release of its MR glasses “Phoenix” to 2027.
Leaked memos: Meta delays the release of its MR glasses codenamed "Phoenix" from H2 2026 to H1 2027 to give Meta "more breathing room to get the details right" (@jyoti_mann1 / Business Insider)https://t.co/RdkfLocv3Vhttps://t.co/hVdU4jlS2e
— Techmeme (@Techmeme) December 6, 2025
That delay positions Snap to gain early momentum as a leader in the AR glasses space, while other large technology companies are still developing products. The business recently said it plans to launch Specs in 2026.
What We Know About Specs AR Glasses
While Snap has developed and tested smart glasses for around ten years, Specs marks a shift toward a full commercial release. Previous generations allowed developers to experiment with augmented reality, while Specs is expected to be available to the public later this year.
Snap Inc. has said that the glasses have see-through lenses that can layer digital objects on top. The glasses are designed to allow users to interact with the world around them while accessing digital information through a wearable interface.
Although several generations of Spectacles have been released, it’s not clear how closely Specs will resemble previous designs. The company sees the technology as something that can be used across education, social experiences, and in the workplace, but specific details haven’t been announced.
Stay Informed on the Latest AR Technology Updates
Specs Inc. reflects a broader shift in how platforms are preparing for new forms of discovery, interaction, and advertising. As AR hardware and spatial computing mature, these structural moves offer early signals into how consumer attention and platform ecosystems may evolve.
For brands and advertisers tracking what’s next on platforms like Snap, understanding these shifts early matters.
To discuss how emerging platform changes could impact your marketing or media strategy, contact the experts at Avenue Z.
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