Snap to Spin Off Smart Glasses Division as Separate Company

Snap is establishing Specs Inc., a new subsidiary dedicated to its augmented reality glasses project, in an effort to attract new investors and solidify its presence in the market. The move is aimed at providing greater operational focus and alignment for the specs development team, enabling partnerships, and securing potential minority investments. By creating a distinct brand under Snap’s umbrella, the company hopes to support clearer valuation of the business and drive growth. The Specs AR glasses project has been shrouded in secrecy, with only limited developer previews available to date. However, consumer versions are expected to launch publicly sometime this year, further fueling speculation about the product’s capabilities and features. As Snap prepares for the public unveiling of its specs, the spin-off move suggests a strategic effort to revitalize interest in the project and position the company as a leader in the emerging augmented reality market.