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As you may have heard, Specs’ launch date is finally known: September 16th. While the June unveiling previewed the device in several ways, we couldn’t try it on and see/feel the UX. And with this type of product, UX is everything. So this will be Specs’ chance to show its full self.
Press reaction to Specs’ unveiling was mixed, while social media was brutal and characteristically unconstructive. In both cases, there was often a lack of big-picture perspective on the engineering feat this device represents, and its intended first step in a very long journey.
Specs – like Vision Pro – was rather evaluated against the standards of a mass-market device, intended for mainstream traction on day 1. This is incongruent with Specs’ long-game play and Gen-1 intentions. People have the right to opinions, but most are having the wrong conversation.
Inherently Unreviewed
Back to the point about UX being everything, and Specs having their chance to shine on 9/16, this will be a key moment. That’s simply because most of the above off-target editorials and hot takes were missing a key element: the actual user experience that the device offers.
Beyond the obvious, one reason this is critical traces back to the laws that govern AR hardware. When a change in behavior is proposed – such as wearing something on your face – it can work, but only by meeting a high standard. It has to be truly revolutionary to get over that hump.
This may or may not be the case with Specs. But the point is, it’s an unknown quantity, rendering most tech-press coverage premature. Those who stuck to journalistic standards – avoiding hot takes and link-bait jabs – at least had the right idea for an inherently-unreviewed device.
Slow Burn
While all the above may seem overly defensive of Specs, the device doesn’t get a pass. It still has to exceed the UX standard noted above. But the point is, we don’t yet know that X factor. So take the linkbait headlines and hot takes published so far with the appropriate salt tonnage.
Meanwhile, we’ll be waiting eagerly try Specs, and will be in attendance at Snap’s official launch event here in LA. We’ll report back on the user experience, as will several others. At that point, the coverage could still be mixed, but at least it will have the backing of hands-on perspective.
After that, Specs’ true test will come not from the tech press nor social media but the open market. Consumers (and enterprises, despite Specs’ consumer targets) will vote with their wallets. That could be a slow burn as the device proves itself and its ROI. But this is, again, a long journey.
Editor’s note: see the author’s interview with Snap execs below, following Specs unveiling at AWE.
Disclosure: The author owns stock in SNAP, through both active (though nominal) stock ownership and passive (via index funds) investment. See disclosure & ethics policy here.