Snapchat Doubles Down on AR Innovation, Files New Trademark as It Eyes Rival App

Jun/26/2025

As Snap advances in wearable tech and augmented reality, the company is shoring up its intellectual property portfolio and introducing creator tools designed to keep users engaged. Alongside its new trademark filing, Snap is scrutinizing a rival application that could encroach on its brand identity.

On June 11, Snap Inc. filed a U.S. trademark for 'SPECS BY SNAP', covering an expansive list of products and services ranging from wearable computer hardware and smartglasses to AI-powered software for video editing, augmented reality, and natural language processing. The filing underscores Snap’s ambition to position itself not just as a social media app, but as a major player in immersive technology. The company’s latest suite of creator tools — including a Timeline Editor for intuitive video editing and features that auto-save Stories to profiles — mirrors this focus, as it seeks to simplify content creation and challenge rivals like TikTok and Instagram on multiple fronts.

At the same time, Snap is turning to legal channels to protect its turf. On June 24, the company requested an extension to evaluate a potential opposition against STARII DIGITAL LIMITED’s trademark application for 'SNAPPASS'. The mark covers AI-driven photo editing software — territory Snap sees as perilously close to its own offerings.