Snapchat has taken a major leap in its augmented reality (AR) efforts by launching a proprietary operating system to power its Snap AR Glasses and future hardware products. This development underscores Snap’s commitment to establishing itself as a leader in the AR market, with CEO Evan Spiegel predicting that AR glasses could one day become as common as smartphones and tablets.
Evan Spiegel highlighted the potential of Snap AR Glasses to transform how people interact with technology. "Glasses allow us to use computing grounded in the real world, together with our friends, and in a much more natural way," Spiegel shared in an interview with Axios.
The operating system was introduced at Snap's annual Partner Summit, where the company also rolled out new updates for consumers, creators, and advertisers. Snapchat is currently testing a redesigned app that merges Stories and Spotlight videos, making the app more user-friendly and bringing it closer in design to TikTok. For creators, Snap has introduced new profile layouts and tools to help them connect with fans and share audience insights with advertisers. Advertisers will see new ad placement options, such as Sponsored Snaps and promotions within Snap’s Map, allowing them to leverage Snap AR Glasses in their campaigns.
Snap also aims to support developers through this new system. The company has revamped its Lens Studio, enabling developers to build AR experiences not only for Snapchat but also for third-party apps, websites, and Snap AR Glasses. In partnership with OpenAI, Snap integrates advanced language models into Lenses, giving developers new ways to enhance their AR creations.
Although Snapchat’s core business still relies heavily on advertising within the app, Spiegel believes that the investment in AR and Snap AR Glasses will open doors for new business models, particularly within the advertising space. "In the early days, our advertising partners will be thinking about how to extend their core brand experiences through Spectacles," Spiegel said, pointing to the potential for AR to diversify Snap's revenue streams.
Looking toward the future, Snap aims to become the most developer-friendly platform by offering tools that enable monetization through ads, subscriptions, or direct Lens sales. If Snap AR Glasses and its new operating system gain widespread popularity, Snap could potentially license its technology to other hardware manufacturers, similar to Google's Android model.
Snapchat’s user base has grown significantly, with 80% of users now over the age of 18. The company also announced that its global community has surpassed 850 million users. Spiegel predicted that Snap AR Glasses could help push that number past one billion.
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