Snap forms a new subsidiary

Snap announced the formation of Specs Inc., a wholly owned subsidiary, to strengthen its focus on augmented reality smart glasses. The new entity will operate as a distinct brand and help the company streamline operations, build new partnerships, and gain greater flexibility in future investments.

The move comes ahead of Snap’s first major consumer focused smart glasses launch. Last year, CEO Evan Spiegel confirmed that AR smart glasses named Specs would be released this year. While Snap has previously developed AR glasses under the Spectacles brand for developers, this marks its biggest push toward mainstream consumers.

The upcoming Specs smart glasses will feature see-through lenses that overlay 3D digital objects onto the real world. They will support gesture and voice controls, include built-in artificial intelligence capabilities, and run on a newly developed Intelligence System. Snap describes the device as a “wearable computer” designed to automate tasks and blend digital experiences seamlessly into everyday life.