SNAP UNVEILS 5TH GENERATION SPECTACLES, BANKING ON DEVELOPERS FOR AR INNOVATION; GLASSES NOT FOR SALE BUT AVAILABLE THROUGH LENS STUDIO SUBSCRIPTION PROGRAM
In an ambitious directional shift, Snap Inc., the company behind the widely successful Snapchat app, has chosen to shift its business model for the much-anticipated fifth-generation Spectacles. These augmented reality (AR) glasses are no longer being sold to consumers; instead, they are being leased to AR developers for the rate of $99 a month. This radical move speaks volumes about the new strategy Snap is pursuing for its nascent hardware division and the potential impact this could have on the AR industry and beyond.
To understand Snap's strategy, it's crucial to examine the transformative upgrades in the fifth-generation Spectacles. These consist of several significant enhancements, including an improved 46-degree field of view, advanced waveguide displays, auto-tinting lenses designed to adjust to direct sunlight, and better-performing batteries. The Spectacles' hardware also boasts advancements such as two liquid crystal and silicon-based projectors, custom Qualcomm Snapdragon processors, and infrared sensors for hand movement tracking. All of these upgrades converge to create a more immersive and interactive AR experience for users.
Snap's strategic decision comes with a clear vision from its CEO, Evan Spiegel. Spiegel has expressed his intent to transform Snap into the 'most developer-friendly platform in the world,' with the hope that the Spectacles will become a meaningful business by the end of the decade. To realize this ambition, Snap is engaging developers to create compelling AR lenses for Snapchat, viewing this as a key to fueling more content and use cases for the Spectacles.
However, this successful future is not without its challenges. The AR glasses market is quickly evolving with tech giants Meta, Apple, and Google, developing their own AR glasses technology. This competition signifies wider acknowledgment of the AR industry's potential but conversely creates a contested and challenging space for Snap to make a mark.
Nevertheless, the Spectacles' success does not solely rest on effectively out-maneuvering its competitors. Instead, it hinges on the interest and commitment on the part of developers in embracing the Spectacles' potential and creating progressive software for this platform.
While it is a substantial gamble, Snap’s new strategy could change the AR landscape. By engaging developers directly and providing them with cutting-edge technology, there is the clear impact of nurturing innovation and creativity that could unlock new realms within the AR ecosystem.
As we veer closer to the end of the decade, we will be eagerly watching whether Snap’s gambit propels their Spectacles to becoming a major AR player. Only then will we be able to determine if Snap's innovative business model is truly the catalyst for shaping the future of augmented reality consumption, pushing the boundaries of digitized interaction, and redefining how we perceive the world around us.