Snapchat CEO to Deliver Keynote at AWE 2025 as Company Seeks to Boost XR Presence

Evan Spiegel, CEO of Snap Inc., which is well-known for Snapchat and the Spectacles AR glasses, is gearing up for an important presentation in June at the renowned AWE 2025 conference. This event, a hub for all things XR, will see Snap working to solidify its presence in the mixed reality industry.

Snap offers one of the few standalone AR glasses available today, yet it’s frequently seen as somewhat of an outsider within the broader XR community. This perception partly arises because Snap approaches AR from a social perspective, distinct from major players who focus more heavily on gaming and productivity. Devices like Meta’s Quest are tailored for gaming, while Apple’s Vision Pro targets entertainment and work applications. In contrast, the Snap Spectacles are designed to enhance social interactions, emphasizing experiences either tied to specific locations or shared among multiple users in the same physical space.

Scheduled to take place from June 10th to 12th in Long Beach, California, AWE 2025 draws an impressive crowd, expecting 6,000 attendees along with 300 exhibitors, 400 speakers, and a sprawling expo space. Those interested in attending can still snag early-bird tickets, and readers of Road to VR can enjoy an exclusive 20% discount.

During his keynote, Spiegel will be accompanied by other industry heavyweights like Qualcomm and XREAL, both of whom are familiar faces in the XR conference circuit. Despite standing apart with its unique perspective, Snap remains committed to building a solid AR platform from scratch, reflected in its Spectacles and the proprietary Snap OS. Developers need to use Snap’s custom-built Lens Studio for creating experiences, rather than relying on popular platforms like Unity.

Scott Myers, Snap’s VP of Hardware, recently shared the company’s vision for Spectacles. They aim to make these glasses more than a mere accessory to Snapchat. Instead, Snap envisions a future where Spectacles could replace smartphones entirely. To achieve this vision, the glasses operate independently, without the need for a phone or attached computing device.

“We want users to look up through their glasses and not be glued to their phone screens,” Myers commented. Beyond just social interactions, Snap is keen on refining its platform for developers, creating robust tools and rapidly incorporating feedback.

Myers himself is deeply involved in testing, saying he uses Spectacles almost daily to evaluate new features. “We’re learning alongside developers to make the design process as seamless as possible,” he said.

Snap has a challenging path ahead, particularly with giants like Meta, Apple, and Google racing to introduce the first widely adopted AR glasses. Nonetheless, it is clear that Snap’s distinctive approach and commitment to innovation may give it a competitive edge in this rapidly evolving landscape.

Additionally, Road to VR is thrilled to partner with AWE USA 2025 as the Premier Media Partner, offering our readers an exclusive 20% discount on tickets.