Snap unveils $2,195 smart glasses after previous flops

The new augmented reality (AR) glasses, called Specs, will allow users to see digital elements overlaid on to the world. They will cost $2,195 (£1,636) when shipping begins this autumn.

That makes them cheaper than Apple's Vision Pro mixed-reality headset and its $3,499 starting price, but far more than Meta's lower range of $224 to $499 smart glasses.

Evan Spiegel, co-founder and chief executive of Snap Inc, said the glasses marked the "beginning of a new era in computing".

Ben Hatton, a market analyst at FDM CCS Insight, said the price tag meant the technology was "unlikely to become a mainstream device any time soon".

Snap's core audience of younger consumers "rarely have this sort of money to spend on a single gadget," he said.

A $200 refundable deposit is needed to pre-order the glasses, which will ship in the US, the UK, and France.

Snap says they are designed to be "wearable for everyday life," though the battery lasts four hours on average before needing charging again.

Unlike Meta's Ray-Ban and Oakley models, the glasses function without needing a "tether" to a smartphone.

And they differ from Apple Vision Pro - which is mainly designed for use at home - as they do not require a wire connected to a "puck", or battery pack.

Hatton said while this improved "wearability and mobility" for the user, it came "at the cost of lower battery output".

"Despite the impressive features and experiences available through Specs, glasses with a 4-hour mixed-use battery life and bulky design are not going to replace the smartphone any time soon," he said.

A charging case holds up to 20 hours of battery life.

Users will be able to use the glasses' AI assistant to complete tasks such as getting directions or asking questions about objects they are looking at.

They will also be able to watch videos, browse the web, play AR games and record what they see through the glasses.

"Privacy has to be built in from the very beginning," Spiegel said, adding: "Specs only work if people trust them".

A built-in light will glow when the device is recording, with Snap stating users will be given control over what data gets stored, synced, shared, or deleted.

Snap Inc shares fell by some 9% after the announcement at the Augmented World Expo conference in California on Tuesday.