Microsoft, Meta lost billions on VR headsets — but Snap thinks its $2,195 AR glasses will change the game as it teams up with Nvidia, Salesforce and AWS to crack the enterprise market

Snap is taking its AR glasses directly into the enterprise market Nvidia, Salesforce, and AWS are joining Snap's push into workplace computing Snap wants Specs to become a computer rather than another camera accessory Snap is taking its augmented reality glasses into the enterprise market through partnerships with Nvidia, Salesforce and Amazon Web Services.

The company is looking beyond its established consumer business for workplace applications that could generate demand for its new hardware.

Snap’s CEO Evan Spiegel wants businesses to view Specs as a computing platform rather than another pair of glasses designed primarily for taking pictures.

Snap looks beyond its consumer business Snap's Specs glasses cost $2,195, putting the device into a category where business customers will need clear reasons to purchase it.

The company says the glasses can support field technicians by displaying digital instructions while workers inspect or repair equipment.

They can also allow employees to interact with colleagues while accessing information through the glasses during workplace tasks.

Microsoft and Meta spent years developing augmented and virtual reality hardware without producing products that became widely adopted consumer devices.

Microsoft's HoloLens and Meta's Quest line have faced challenges turning immersive computing into a mainstream hardware business.

The company believes that the physical size of previous devices was an important problem for users, arguing that Specs is better suited to workplace use.

Snap is approaching Specs through practical workplace applications while attempting to expand beyond the consumer market that has driven its business.

The company has not disclosed how many enterprise customers are committed to using Specs or how much revenue its business partnerships could generate.

Nvidia, Salesforce and AWS join the enterprise push Snap is collaborating with Nvidia for access to an open-source extended reality AI platform that businesses can use when developing applications for immersive devices.

Salesforce is also part of the initiative, while Amazon Web Services provides another major technology relationship for Snap's enterprise effort.

“They’ve got an open-source XR AI platform that a number of businesses are already building on top of,” Spiegel said.