Next month, two of the biggest names in social media, Meta and Snap, are set to unveil their latest advancements in augmented reality (AR) glasses. This marks a significant step in their ongoing rivalry, as both companies aim to shape what they believe could be the next major computing platform.
Snap’s Spectacles: Fifth Generation Reveal
The first major reveal is expected on September 17th, when Snap CEO Evan Spiegel will introduce the fifth generation of Spectacles at the annual Partner Summit in Los Angeles. This new version builds on Snap’s history with Spectacles, which first launched in 2016. Although the current consumer version can record video, it doesn’t yet support AR overlays. The new generation is likely to continue Snap’s tradition of innovation, albeit with a limited rollout.
Meta’s Orion AR Glasses: A Major Announcement at Connect
Just a week later, on September 25th, Mark Zuckerberg is slated to debut Meta’s first AR glasses, codenamed Orion, at the Meta Connect conference in Menlo Park. Unlike Snap, Meta has an edge in its partnership with EssilorLuxottica, the makers of Ray-Ban. This collaboration has already resulted in the successful Ray-Ban Meta Smart Glasses, which have seen strong consumer demand. The upcoming Orion glasses are expected to build on this foundation, potentially giving Meta a significant advantage in the AR market.
Limited Distribution: AR Technology Still Not Ready for Mainstream
Despite these advancements, both Meta and Snap acknowledge that AR technology is not yet ready for widespread consumer adoption. As a result, neither company plans to sell the glasses they’ll showcase next month. Instead, Snap will distribute its upgraded Spectacles to select developers and partners, similar to its strategy in 2021. Meta, meanwhile, is producing even fewer units of its Orion glasses, focusing on a controlled rollout to continue refining the technology.
The Road Ahead: Competing in AR Amid Growing Challenges
Both companies have been investing in AR for years, with Snap initially taking the lead through its early iterations of Spectacles. However, with the recent advancements by Apple in AR, particularly with the launch of VisionPro, Snap’s capacity to compete against tech giants like Meta and Apple appears increasingly challenging. Nevertheless, the upcoming reveals in September will be crucial in determining the next steps in the evolution of AR technology and its eventual adoption by the broader public.
