In June 2025, the buzzing city of Long Beach, California will play host to AWE, a major XR-focused conference that’s become a cornerstone for augmented reality enthusiasts and professionals worldwide. Among the star attractions this year will be Evan Spiegel, the CEO and co-founder of Snap Inc., who is set to make a splash with his presentation on the latest strides Snap is making in the world of AR.
Snap Inc., the brains behind the ever-popular Snapchat and the innovative Spectacles AR glasses, is gearing up to secure its place in the XR industry. Unlike other tech titans like Meta or Apple, Snap is carving its own path by offering standalone AR glasses, and their unique angle naturally sets them apart from the pack.
While headsets such as the Quest, PC VR options, and the upcoming PSVR 2 cater primarily to gaming aficionados, and Apple’s Vision Pro is keen on entertainment and productivity, Snap is betting on what’s always been its forte—social interaction. Their Spectacles aren’t just about viewing augmented reality in isolation; they’re all about social connections and real-world interactions. Whether it’s location-based fun or shared experiences in physical spaces, Snap’s vision is distinctly people-centric.
Taking center stage at AWE, Spiegel’s keynote is expected to be a highlight of the three-day event, scheduled from June 10th to 12th. This gathering isn’t just another industry event; it’s a massive congregation of over 6,000 attendees, with a vibrant expo floor boasting 300 exhibitors and 400 speakers. For those eager to join, there’s a tempting 20% discount for Road to VR readers on early-bird tickets.
In a move showcasing its unique strategy, Snap, unlike others, is developing an entire AR platform from scratch. The creation of Snap OS for the Spectacles, and their very own Lens Studio for content development, underscores their commitment to originality. It’s not about repurposing existing XR content; it’s about nurturing new possibilities.
Spiegel’s presentation will be flanked by insightful sessions from industry giants like Qualcomm and XREAL, promising a well-rounded exploration of the XR landscape. Meanwhile, Scott Myers, Snap’s VP of Hardware, shared in a recent conversation with Road to VR that the aim for Spectacles is far-reaching—they envision a future where these glasses could completely replace smartphones. With this in mind, the Spectacles are being developed to function independently, free from the tether of a smartphone or a traditional computing unit.
Myers emphasized, “We want people to look up through their glasses, not down at their smartphones.” More than just a hardware innovation, Snap wants to revolutionize the developer experience as well, providing top-notch tools and fostering a collaborative learning environment.
With major tech players like Meta, Apple, and Google in relentless pursuit to perfect AR glasses, Snap must navigate these competitive waters wisely. However, their avant-garde and socially rooted approach might just be the edge they need to leave a lasting imprint on the market.
Road to VR is pleased to play a key role as the Premier Media Partner for AWE USA 2025, extending the exclusive 20% ticket discount. As the conference approaches, anticipation builds for what promises to be an extraordinary event in the AR and XR calendar.
