Snap launched its Specs augmented reality glasses at the Augmented World Expo, but analysts at Truist and Stifel cautioned that the $2,195 price tag will limit near-term adoption. Truist analyst Youssef Squali maintained a Hold rating on Snap, noting the price gap versus Meta's sub-$500 glasses as a significant barrier, and said CEO Evan Spiegel suggested 100,000 units could be a stretch goal for this version. Stifel analyst Mark Kelley echoed the concern, saying the premium price point likely keeps adoption limited relative to Meta's AI glasses lineup priced between $379 and $799, though he acknowledged the glasses appear technically capable and that Snap's developer ecosystem gives Specs a more complete product foundation than prior iterations. Meta sold approximately 7 million units last year and is on track to exceed 10 million this year, by Truist's estimate.
Snap IncSnap's new AR glasses priced at $2,195 are seen as too expensive, limiting adoption versus cheaper competitors.
Meta Platforms Inc.Snap's high price and limited adoption contrast with Meta's lower-priced glasses and strong sales, reinforcing Meta's competitive advantage.
Stifel Financial Corporation
Truist Financial Corp