Snap Takes $2,195 AR Specs Glasses Into Enterprise With Nvidia, Salesforce and AWS
Snap is pushing its $2,195 Specs AR glasses into the enterprise market with Nvidia, Salesforce and AWS, pitching the device as a workplace computing platform rather than a camera accessory.
Snap CEO Evan Spiegel wants businesses to view Specs as a computing platform, not a pair of glasses designed primarily for taking pictures. The company says the glasses can support field technicians by displaying digital instructions while workers inspect or repair equipment. They can also allow employees to interact with colleagues while accessing information through the glasses during workplace tasks.
The price puts Specs in a category where business customers will need clear reasons to buy it. Snap believes the physical size of previous devices was an important problem for users and argues that Specs is better suited to workplace use. Microsoft and Meta lost billions on VR headsets and spent years developing augmented and virtual reality hardware without producing products that became widely adopted consumer devices. Microsoft's HoloLens and Meta's Quest line have faced challenges turning immersive computing into a mainstream hardware business.
Snap has not disclosed how many enterprise customers are committed to using Specs or how much revenue its business partnerships could generate. It is approaching Specs through practical workplace applications while trying to expand beyond the consumer market that has driven its business.
Nvidia, Salesforce and AWS are joining the enterprise push. Snap is collaborating with Nvidia for access to an open-source extended reality AI platform that businesses can use when developing applications for immersive devices. Salesforce is also part of the initiative, while Amazon Web Services provides another major technology relationship for Snap's enterprise effort.
“They’ve got an open-source XR AI platform that a number of businesses are already building on top of,” Spiegel said. “The goal with both Salesforce and Nvidia is to make it really easy for businesses to get the benefits of those agentic platforms.”
The partnerships are intended to connect Specs with software and AI services that businesses already use. Snap is also developing Specs Intelligence, an AI service designed to operate across the glasses, iPhones and Mac computers. Spiegel said the company has not finalized pricing, although the service is expected to have free access alongside other usage-based options. The system is intended to let users complete tasks through an AI assistant while moving between the glasses and other Apple devices.
The report was published by TechRadar and cited CNBC.
Editor's Summary
Snap is pushing its $2,195 Specs AR glasses into the enterprise market with Nvidia, Salesforce and AWS, pitching the device for field technicians and workplace collaboration. The company is developing Specs Intelligence and has not disclosed enterprise commitments or service pricing. Microsoft and Meta spent years developing AR and VR hardware without widely adopted consumer devices, while Snap argues Specs is better suited to workplace use.