The Future of Snapchat’s AR Spectacles: Can They Compete in the AR Wearables Market?

Snapchat has showcased some of the first AR experiences built with its new AR Spectacles device, which it unveiled at its partner summit last month.

The new experiences, created by developers with early access, highlight the interaction possible with the glasses, and how they could be used in real-world scenarios.

Featured Experiences:

• Origami by Inna Sparrow – Teaches users how to make origami creations
• Calligraphy by Vova Kurbatov – Simple handwriting templates
• Pool Assist by Studio ANRK – Ensure you always go for the right shot in pool
• Emergensee by Team ZapChat – Teaches people how to correctly use an EpiPen
• RPG by Aidan Wolf – An interactive game illuminated through the glasses

These are some interesting use cases, showcasing the potential of Snap’s AR glasses experiences, with both practical and fun ways to engage users via the device.

Though the bigger question with Snap’s AR device is: “Can Snapchat really keep up with the latest innovations in AR wearables, and create AR glasses that will be a viable, valuable market offering?”

Snapchat, of course, has long been the leader in AR experiences. When it released its initial version of Spectacles back in 2016, full AR functionality seemed like the logical next step. But complications in production, lack of consumer interest, and broader cash flow problems within the business have slowed its progress, allowing rivals to catch up.

And now, it seems like Meta is best placed to take the AR wearables crown, with the release of its own AR glasses coming “in the next few years”.

As per the above, Snapchat’s AR Spectacles are also now in testing and could also be released commercially in a similar timeframe. But they look clunky and lack the stylistic flourishes of Meta’s frames.

Both may end up looking a lot different, of course. But on balance, based on resources and production, and the fact that Meta’s Ray-Ban smart glasses are already selling well, it does seem like Meta now has the edge.

Apple, meanwhile, with its $3,499 VisionPro headset, is not really in the race at this stage, at least in terms of everyday glasses with expanded functionality.

So can Snapchat’s AR glasses compete, or would it be better off concentrating on building an AR engine that people can use with other systems?

I’ve long speculated that Snap would find more benefit partnering with Apple on the next stage of AR glasses, using Snap’s popularity along with Apple’s resources to create a more viable device. That still seems like a better way to go, though whether either company would be interested in such a collaboration is a whole other question.

But for Snap, I don’t think its future is in hardware. Sure, some people will buy AR Spectacles, but my bet would be that Meta’s AR glasses will eventually dominate the market.