Snap’s launch of its $2,200 smart glasses, called Specs, earlier this year was met with harsh criticism due to their bulky design and high price. The debut sparked significant backlash online, with some even calling for CEO Evan Spiegel’s resignation, and Snap’s stock took a hit following the unveiling. Since then, the company has been actively seeking opportunities to justify the glasses' existence and value, culminating in a recent Los Angeles event where it revealed new features aimed at integrating Specs more deeply into users’ digital lives.

At the event, Spiegel demonstrated several updates to enhance the device’s utility, including entertainment options through connections with HBO Max and Spotify. The key highlight was Specs Intelligence, an “anticipatory AI” system designed not only for the glasses but also compatible with iPhones and Macs. This AI system is intended to understand users’ goals, priorities, and routines by syncing with their apps, enabling a more productive and focused user experience that revolves around augmented reality and Snap’s unique AR camera effects known as Lenses.

Snap also introduced Specs for Enterprise, a program targeting corporate use, particularly for IT technicians, with partnerships involving major companies like Amazon, Salesforce, and Nvidia. Although practical use cases remain somewhat vague, demos showed scenarios such as tech repair with the aid of the glasses. Additionally, a GPS-connected charging case offering cellular connectivity via Verizon was announced, with usage plans priced at $10 per month for Verizon customers and $20 for others, allowing users to access Specs functionality beyond Wi-Fi zones.

Despite these developments, some features—like an AR basketball training app—raised questions about real-world practicality given the glasses’ bulk. Spiegel framed the product as a new form of wearable computing that aims to augment human importance rather than replace it, pushing back against current tech narratives around AI and virtual worlds. With a pop-up event scheduled in Los Angeles in October and shipment planned for later this fall, Snap is continuing its effort to position Specs as a cutting-edge, albeit expensive, innovation in personal and enterprise computing.