Snap, the parent company of the popular messaging app, Snapchat, has taken another step into the world of augmented reality (AR) with the release of its fifth-generation Spectacles. These smart glasses, designed for developers, offer a more immersive AR experience than previous models and are powered by a new operating system called Snap OS.

While the Spectacles are a significant advancement in AR technology, they’re not available to the general public. For now, Snap is only offering them to developers who are committed to building AR apps for the device. This exclusive access comes at a price: developers must pay $99 a month for a full year to get their hands on a pair.

Snap isn’t alone in its pursuit of AR innovation. The company has partnered with OpenAI, the creator of ChatGPT, to integrate AI capabilities into the Spectacles. This collaboration will provide developers with tools to build and port their AI features to the smart glasses, potentially leading to even more exciting and interactive AR experiences.

Snap’s announcement comes just days before Meta‘s Connect event, where the social media giant is expected to unveil its latest hardware. Both companies have been competing to dominate the AR market for several years, with Meta’s Quest VR headsets being a major player.

Snap’s journey into hardware has been marked by both successes and setbacks. The company first launched its Spectacles in 2016, but they struggled to gain traction with consumers. In 2017, Snap took a significant financial hit due to unsold inventory of the original Spectacles.

Since then, Snap has continued to refine its Spectacles, releasing updated versions with improved features. However, the company has also faced challenges in other hardware ventures, such as its Pixy flying camera drone, which was discontinued in 2022.