"Making augmented reality glasses is really hard. And we know that the industry is littered with companies that have tried and we've been working for a really long time on these," Snap's Chief Executive Evan Spiegel said Tuesday from the stage at the conference as he unveiled the glasses.
"While dwarfed by the Silicon Valley behemoths to the north, Snap, the Los Angeles-based company behind the disappearing messaging app Snapchat is competing in this smart glasses arms race. The company, which unveiled its fifth version of AR glasses at its annual conference Tuesday, hopes improving the device will drive mass consumer adoption."
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