Snap has unveiled its newest generation of augmented reality smart glasses, named Specs, aiming to compete with offerings from Meta and Google.

The device is priced at $2,195 and supports features like real-time translation, web browsing, and video recording, with a battery life of up to 4 hours per charge. While Snap has been developing AR glasses for over a decade, this is the company's first product aimed at general consumers since 2019.

At the launch event, CEO Evan Spiegel hailed Specs as "the most powerful and comfortable AR glasses ever made." He added, "The imitators to the north will not be able to copy this."

Spiegel's comments were a clear reference to rival Meta, which has already partnered with Ray-Ban to release several popular AI smart glasses at a much lower price point than the new Specs. Google, meanwhile, plans to launch its own AR glasses powered by its Gemini large language model this fall.

In January, Snap spun off its AR glasses division into a wholly-owned subsidiary, stating this move would provide "financial flexibility." A report from The Information in August last year indicated that Snap had considered seeking external funding for the Specs project due to intense competitive pressure and the high R&D investments of industry giants.