it was just my imagination (9.20.24)

This week, Snap launched its fifth-generation Spectacles, featuring a more immersive display and longer battery life. However, these Spectacles are not available for public purchase. Instead of selling them, Snap is offering them to developers creating AR lenses for Snapchat (a move they’ve done before). Developers can apply for access through Snap’s Lens Studio—a desktop tool for creating AR software—and rent a pair for $99 per month for at least one year, totaling $1,188 annually.

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So why focus on developers rather than consumers? Without a strong ecosystem of creativity driven by developers, any version of Spectacles would likely fail to resonate with consumers due to a lack of compelling experiences and use cases.

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Technology isn't about "if you build it, they will come." It’s about finding new ways to offer utility, reduce friction, and bring fun to everyday life. These innovations won’t come from Snap alone; they depend on developers and their ability to meet these consumer needs in creative ways.

Here are two key takeaways:

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1. For brands:?This presents an opportunity to reassess how you've utilized—and tested—immersive technology so far. While wearables like Spectacles have largely focused on fun rather than function, it's essential to start contemplating strategic and compelling use cases. This will be critical not only for adapting your brand's strategy to immersive technology but also for convincing consumers to invest in it.

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1. Snap’s strategy:?Letting developers lead the way in exploring future use cases is an intriguing move. Brands could learn from this approach when seeking inspiration. Innovation often involves connecting 'dots'—or inputs—from unexpected sources you may have previously overlooked. To better understand your audience’s needs, consider broadening your sources of input. Are you leveraging audience data and insights, your employees, friends, family, and the signals from the world around you to ensure your perspective stays fresh and cutting edge?

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Inspiration is all around you—you don’t always need Spectacles to see it. However, just as a fresh lens can lead to new insights, it’s worth asking: what lens have you been viewing your brand through, and how can you change it?