Snapchat CEO to Deliver Keynote at AWE 2025, Aiming to Boost Company’s XR Presence

Snap Inc.’s CEO is gearing up for a big moment at AWE 2025 this June, where he’ll spotlight Snap’s innovations in augmented reality. This prime slot at the renowned XR event comes as Snap pushes to solidify its position within the industry.

Though Snap’s Spectacles are among the few truly standalone AR glasses available, the company often finds itself on the fringes of the broader XR scene. This outsider status largely stems from Snap’s unique approach, which diverges from the paths taken by major XR brands.

Most standalone headsets, like the Quest, lean heavily into gaming, aligning with platforms like PC VR and PSVR 2. Conversely, Apple’s Vision Pro aims squarely at entertainment and productivity. Snap, however, takes a different tack with its Spectacles, which are rooted in a socially driven AR vision. They enhance experiences based on location and create shared interactions in real-world settings with multiple users.

In June, Evan Spiegel, Snap’s co-founder and CEO, will step onto the AWE 2025 stage—an event that stands as a cornerstone in the XR field. This conference in Long Beach, California, is set for June 10th-12th and is slated to attract over 6,000 attendees, 300 exhibitors, and fill a 150,000-square-foot expo space. There’s still a chance to snag early-bird tickets, and Road to VR readers can enjoy a special 20% discount.

Spiegel’s keynote will be accompanied by presentations from industry heavyweights like Qualcomm and XREAL, making it a high-profile affair. Ironically, Snap’s innovative yet self-contained AR platform approach contributes to its “outsider” reputation.

Snap isn’t just creating AR glasses—it’s also crafting Snap OS specifically for Spectacles, and developing Lens Studio, a unique authoring tool for creators. These choices mean developers must learn new tools rather than relying on popular options like Unity, making direct content porting a complex task. However, Snap’s dedication to this custom-built platform underscores its genuine investment in the XR landscape.

Scott Myers, Snap’s VP of Hardware, explained the company’s broader vision in a recent Road to VR interview. They see Spectacles as more than just a Snapchat accessory, aspiring for them to eventually eclipse smartphones. The standalone nature of Spectacles echoes this belief—they work independently without a smartphone crutch.

Myers emphasized Snap’s aim to enhance the development environment for Spectacles, crafting the most developer-friendly platform bolstered by ongoing feedback. His personal use of Spectacles for daily testing highlights Snap’s commitment to evolving their product. “We’re learning alongside developers,” he shared.

In the imminent tech race, Snap will have to navigate carefully as giants like Meta, Apple, and Google aim to lead in mainstream AR glasses innovation.

As the Premier Media Partner of AWE USA 2025, Road to VR offers its readers a chance to secure a 20% discount on event tickets—a nod to those eager to delve deeper into the future of XR.