Snapchat has unveiled a proprietary operating system to power its fifth-generation Spectacles augmented reality (AR) glasses and future hardware products. This announcement marks a significant step in the company’s vision for AR technology, which Snap CEO Evan Spiegel believes will one day become as common as smartphones and tablets.
Snapchat’s primary source of revenue continues to be advertising within its app, but Spiegel sees AR and the new operating system as opportunities to diversify its business model. He noted that Spectacles could allow advertisers to extend their brand experiences into AR, potentially opening new avenues for ad placements and interactions.
In the long term, Snap aims to become the most developer-friendly platform, empowering developers to explore various monetization models, from advertising to subscriptions or even selling AR lenses. Spiegel hinted at the possibility of one day licensing Snap’s operating system to other AR hardware makers, similar to how Google licenses Android to mobile phone manufacturers.
Key Announcements at Snap’s Partner Summit
The new operating system was introduced during Snap’s annual Partner Summit, where several updates for both consumers and businesses were revealed. Here are some of the highlights:
For Consumers: Snapchat is testing a streamlined version of its app, which unifies Stories and Spotlight videos, making it more focused on content and communication, similar to TikTok.
For Creators: The company introduced new profile designs aimed at helping creators better engage with their audiences. Additionally, Snap is making it easier for creators to share audience insights with advertisers.
For Advertisers: Snap launched new ad formats, including Sponsored Snaps and tools for advertisers to promote locations on Snap’s Map feature, allowing users to track each other’s whereabouts.
For Developers: Snap revamped its Lens Studio, enabling AR experiences created there to be used not only on Snapchat but also in partner apps, websites, and Spectacles. Additionally, Snap has partnered with OpenAI to provide developers access to advanced language models when building new AR lenses.
Snapchat’s Growing Audience
Once primarily known as a platform for younger users, Snapchat now boasts a more mature user base. Around 80% of its users are over the age of 18, and the company’s global community has grown to over 850 million users. With a clear path toward reaching over a billion users, Snap is positioning itself for continued growth and expansion.
Spiegel envisions AR glasses as a natural way to integrate computing into the real world, offering users a more immersive experience with friends and their surroundings. He shared this perspective during an interview with Axios, emphasizing the potential for AR hardware to transform everyday computing.
