Snap tries to bring AR glasses to enterprise market, partnering with Nvidia, AWS and Salesforce

Evan Speigel, CEO of Snap, speaks with CNBC on June 16, 2026.CNBCSnap is partnering with Nvidia, Amazon Web Services and Salesforce as part of an effort to bring its $2,000 Specs augmented reality glasses to the enterprise market. Evan Spiegel, Snap's CEO, characterized the initiative as tied to the company's broader effort to help people "understand that Specs is a computer, not a pair of smart glasses for taking photos."When Snap revealed the Specs AR glasses in June, with a $2,195 price tag and $200 refundable deposit, the company pitched the device as catering to the public instead of developers. Although AR and related virtual reality technologies have improved over the years, devices like Microsoft's HoloLens and Meta's Quest-branded VR headsets have failed to become breakout hits.Spiegel said the bulkiness of those older devices were a major hindrance, and said his company's Specs AR glasses will be better suited for tasks like helping field technicians troubleshoot equipment problems by viewing digital instructions, and interacting with workers.To date, Snap's success has been in the consumer market. The company is hoping that a partnership with the likes of Nvidia can chan...