Snap is set to release its first smart glasses for the general public in 2026, stepping up competition with major rival Meta in the wearable tech space. The augmented reality glasses, named Specs, will be lightweight, the company announced on Tuesday. Snap, widely recognized for its Snapchat app and animated filters, has been increasing its investment in AR technology, which adds digital elements to real-world images through cameras or lenses.

By expanding into wearables, Snap aims to tap into new revenue opportunities and reduce reliance on digital advertising, which faces uncertainty due to shifting U.S. trade policies. While Snap previously launched the 5th generation of its Spectacles in September, those were only available to developers. CEO Evan Spiegel revealed at the 2025 Augmented World Expo that the company has invested over $3 billion in AR glasses over the past 11 years.

The success of Meta’s Ray-Ban smart glasses, developed with EssilorLuxottica, has encouraged other tech giants like Google to enter the space. Meta continues to upgrade its glasses with AI features to broaden appeal. Snap also announced a partnership with Niantic Spatial to improve its Lens Studio tool, used by creators to design and publish AR effects for Snapchat and the upcoming Specs glasses.