Illustration by Alex Castro / The Verge

Augmented reality isn’t really a thing yet. But you know what is? Face lenses. Millions of users across Snapchat, Instagram, Zoom, TikTok, and countless other apps are already used to tapping a button and having dog ears suddenly attached to their skull, rainbows fired out of their mouth, or their makeup subtly — or not so subtly — transformed into a new style. Most users don’t think of this as AR or view these features as evidence of some revolutionary new technology. But whether you call it lenses, filters, or something else, it’s all augmented reality.

At its Lensfest developer event this week, Snap announced that it now has more than 300,000 developers building AR products for its platform and that together, they’ve built more than 3…

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