Microsoft, Meta lost billions on VR headsets — but Snap thinks its $2,195 AR glasses will change the game as it teams up with Nvidia, Salesforce and AWS to crack the enterprise market

Snap Inc. is venturing into the enterprise market with its augmented reality (AR) glasses, aiming to transform them from mere camera accessories to a full-fledged computing platform. The company's new hardware, called Specs, will be supported by partnerships with tech giants Nvidia, Salesforce, and Amazon Web Services (AWS). Snap's CEO Evan Spiegel envisions businesses viewing Specs as a versatile computing device rather than just another pair of glasses for capturing images.

Specs, priced at $2,195, targets a segment where business customers require compelling reasons to invest in the device. The glasses are designed to assist field technicians by providing digital instructions while they inspect or repair equipment. Additionally, they can facilitate employee collaboration during workplace tasks by enabling real-time information access.

Despite Microsoft and Meta's extensive efforts in developing augmented and virtual reality hardware, neither company has managed to create widely adopted consumer devices. Microsoft's HoloLens and Meta's Quest line have faced challenges in turning immersive computing into a mainstream hardware business. However, Snap believes the physical size of previous devices to be a significant issue for users, arguing that Specs is more suited for workplace applications.

Snap is approaching the enterprise market by focusing on practical applications, diverging from the consumer market that has driven its business. The company has not disclosed the number of enterprise customers committed to using Specs or the revenue generated through its business partnerships. Nevertheless, Snap is collaborating with Nvidia to access an open-source extended reality (XR) AI platform, Salesforce to integrate its services with the glasses, and AWS for additional technology support.

These partnerships aim to simplify the process for businesses to leverage agentic platforms for immersive computing.

Snap is also developing Specs Intelligence, an AI service designed to operate across the glasses, iPhones, and Mac computers. While the company has not yet finalized pricing, Specs Intelligence is expected to offer free access alongside other usage-based options. This service will enable users to complete tasks through an AI assistant while seamlessly transitioning between the glasses and other Apple devices.

These efforts could potentially position Snap to make Specs a valuable tool for work beyond its current consumer applications.