Qualcomm announced two products on Tuesday aimed at positioning the company as the silicon supplier for whatever computing device eventually displaces the smartphone. The first is Snapdragon Reality Elite, a mixed reality chip platform with substantially improved AI processing for headsets and tethered glasses. The second is START, a white-label toolkit that gives eyewear manufacturers a near-complete smart glasses design they can brand, customise, and ship without building the technology stack themselves.

The announcements came alongside comments from CEO Cristiano Amon, who told CNBC that Qualcomm is working on more than 40 different AI wearable devices spanning jewelry, camera-equipped earbuds, pins, and watches. “I think there’s going to be a lot of experimentation with different form factors,” Amon said. He described the unifying principle as “something that you wear, something that is with you all the time, something that can see the world around you.”

Snapdragon Reality Elite delivers up to 60% higher GPU performance, 30% higher CPU performance, and 160% higher NPU performance compared to the previous XR2+ Gen 2 platform. The chip’s neural processing unit is rated at 48 TOPS, enough to run a 3-billion-parameter language model at 45 tokens per second on-device, according to Qualcomm. The platform also runs up to 20% longer on battery and up to 12 degrees Celsius cooler under the same workloads.

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The display capability supports 4.4K per-eye resolution at 90 frames per second, a modest increase from the XR2+ Gen 2’s 4.3K per-eye figure. Qualcomm says the chip enables improved head and hand tracking alongside better see-through performance. Those improvements matter for reducing the motion sickness and eye strain that have historically limited how long users can wear mixed reality headsets.

Reality Elite is designed to power two categories of device. The first is standalone video-see-through headsets that overlay digital content on a camera feed of the real world, the approach used by devices like the Meta Quest. The second is lightweight, tethered optical-see-through glasses that blend digital imagery directly into the wearer’s field of view.

Among the first products using the platform are XREAL’s Project Aura, the Android XR glasses shown at Google I/O with a 70-degree field of view and binocular displays, and an upcoming device from Play for Dream. Qualcomm has not disclosed pricing for the platform or a timeline for when consumer devices will reach retail.

START, which stands for Scalable Turnkey AI-Ready Toolkit, takes a different approach to market entry. It bundles a hardware module built on Qualcomm’s AR1+ chip with a software platform, companion iOS and Android apps, an AI cloud solution, and three white-label reference designs. The designs cover an audio-and-camera configuration similar to Meta’s Ray-Ban smart glasses, a monocular display variant, and a binocular display variant.

The programme’s first partners are eyewear manufacturer Inspecs and O’Neill, the latter owned by TitanFlex. Qualcomm has also made a $10 million strategic equity investment in Inspecs, subscribing for 7.5 million new shares at £1 each. The investment signals that Qualcomm is not merely licensing silicon but taking a financial stake in the supply chain that will manufacture and distribute the devices.

The strategic logic is that traditional eyewear companies have the design expertise, retail distribution, and consumer trust to sell smart glasses as fashion accessories, but lack the chip architecture, AI software, and sensor integration to build the technology themselves. START is Qualcomm’s attempt to bridge that gap, mirroring the reference design programme it used in the early 2010s to help manufacturers build smartphones on its Snapdragon platform. Qualcomm says START will expand beyond smart glasses to other form factors in the future, though it has not specified which.

The competitive landscape is crowded and moving fast. Meta has sold more than seven million pairs of Ray-Ban smart glasses and commands roughly 82% of the market, with annual production capacity being expanded to 10 million units by the end of 2026. Snap launched its $2,195 Specs AR glasses this week.

Apple is reportedly testing multiple frame designs for a possible 2027 launch. Google is shipping Android XR audio glasses this autumn with Samsung, Warby Parker, and Gentle Monster. Qualcomm silicon already powers many of these devices, but the company is now building the full stack rather than waiting for partners to assemble it themselves.

What Qualcomm is betting on is that none of those companies will dominate the category alone. If the smart glasses market fragments the way the smartphone market did, with dozens of manufacturers building on a shared platform, the company supplying the foundational silicon layer captures value regardless of which brand wins. That is the same bet Qualcomm made with mobile phones, and Amon’s 40-device pipeline suggests the company sees the transition accelerating faster than the public market does.

The claims remain largely forward-looking, however. The 48 TOPS figure and performance percentages are Qualcomm’s own, measured against its own previous generation, and no independent benchmarks have been published. The 40 AI wearable designs Amon referenced are in various stages of development, not shipping products.

Whether the smart glasses category actually becomes large enough to justify Qualcomm’s investment depends on consumer adoption that has so far been limited to Meta’s ecosystem and a handful of developer-focused devices. The company is placing a structural bet that the transition away from smartphones is inevitable, but the timeline remains anyone’s guess.