Bringing in Nvidia, AWS, and Salesforce, Snap (SNAP.US) seeks enterprise buyers for its $2,195 AR glasses

According to Jinse Finance, Snap (SNAP.US) is collaborating with NVIDIA, Amazon Web Services (AWS), and Salesforce as part of its efforts to introduce its $2,000 Specs augmented reality glasses to the enterprise market.

Snap CEO Evan Spiegel stated that this initiative is part of the company’s broader effort to help people “understand that Specs is a computer, not just a pair of smart glasses for taking photos.”

When Snap launched the Specs AR glasses in June, they were priced at $2,195 with a $200 refundable deposit, and the company positioned the device as a consumer product rather than a tool for developers. Although AR and related virtual reality technologies have made progress over the years, devices like Microsoft’s HoloLens and Meta’s Quest-branded VR headsets have yet to become mainstream hits.

Spiegel indicated that the bulkiness of earlier devices has been a key obstacle, stating that the company’s Specs AR glasses are better suited for tasks such as helping field technicians troubleshoot equipment by viewing digital instructions and interacting with workers.

Until now, Snap’s success has come primarily from the consumer market. The company hopes that partnerships with companies like NVIDIA will change this situation.

Spiegel said, “They have an open-source XR AI platform that many enterprises are already developing on,” and “the goal of working with Salesforce and NVIDIA is to make it truly easy for businesses to access the benefits these intelligent platforms offer.”

Snap also launched an AI service for consumers called Specs Intelligence, which serves as a digital assistant capable of performing tasks on AR glasses as well as iPhones and Mac computers. Spiegel stated that the company has not yet determined specific pricing details, but there will be a free tier and “different price points” based on usage.

This latest AI-related initiative from the company comes at a time when the broader technology market is intensifying debates about safety and whether leading foundational model companies such as Anthropic and OpenAI should slow the pace of development.

Spiegel said, “These have long been concerns raised.”

“It’s very important to coordinate an international and well-considered response,” Spiegel said. “It’s important for regulators and policymakers to take into account actual possible harms, rather than imagined ones, so I believe it’s critical for a thoughtful international group to sit down together and really discuss these issues.”