Snap held an event in Los Angeles this week to unveil new features for its Specs smart glasses.
The event was meant to show why the $2,200 glasses are worth the price. When Specs first launched earlier this year, the reaction from the public was mostly negative.
The glasses were compared to scuba gear because of their bulky look. Some people online called for CEO Evan Spiegel to step down after the launch.
Snap's stock price dropped following that rocky debut. The company used this week's event to try to change the story around the product.
New Entertainment and AI Features
Spiegel took the stage after a promotional video played for the crowd. He then walked through a series of live demonstrations.
Specs can now connect to HBO Max and Spotify. This gives users a way to watch and listen to content through the glasses.
The company also announced Specs Intelligence. Snap describes it as an "anticipatory AI" system that works with the glasses as well as devices like iPhones and Macs.
Snap says the system studies a user's goals, routines, and relationships based on the apps they connect. The goal is to help people finish tasks and work toward long term goals.
Spiegel called it an AI operating system built around a person's projects. He said it connects information across Lenses, which are Snap's AR camera effects used on phones and glasses.
Snap Targets Businesses and IT Teams
Snap also introduced a program called Specs for Enterprise. This lets companies use the glasses as part of daily work tasks.
The company named partners for this program, including Amazon, Salesforce, and Nvidia. These partnerships are meant to help IT departments use the glasses on the job.
A demo video at the event showed an IT technician using the glasses to help repair equipment. Spiegel said the company is building tools for device management and security for teams.
Snap also revealed a partnership with the NBA and WNBA. It includes an app that lets users practice basketball shots using the glasses' AR tools.
The company announced a new connectivity package for people who want to use Specs without Wi-Fi. It includes a charging case with cellular service built in.
The service comes through a partnership with Verizon. It costs $10 a month for Verizon customers and $20 a month for people with other carriers.
Spiegel described Specs as a new kind of computer that people can wear. He said the device is meant to make people feel more capable, not less.
"We're being told that AI will take our jobs, that virtual worlds will replace the real one," Spiegel said. "We do not accept that future."
Snap plans to open a pop-up store in Los Angeles in October. The Specs glasses are set to ship to customers later this fall.
