Google and Samsung are collaborating to launch a mixed-reality headset, entering the wearable tech market to challenge Apple’s Vision Pro and Meta’s Quest 3. Set for release in 2025, the headset will utilize a new Android operating system designed for extended reality (XR) applications.
Google’s AI meets Samsung’s hardware in upcoming XR headset
This partnership strives to expand user options in consumer tech by integrating Google’s AI capabilities with Samsung’s hardware proficiency. The Samsung-built headset will initially be the first to use the newly developed Android XR platform, created in conjunction with Qualcomm. This OS aims to support a wide range of XR devices, optimizing experiences for both users and developers.
Market analysts predict that Samsung will price its headset lower than Apple’s Vision Pro, which retails for $3,499, while Meta’s Quest 3 is available for around $500. Ted Mortonson, managing director at Baird, emphasized the significance of the operating system in strengthening both companies’ positions in the market, especially given the underwhelming sales of Apple’s Vision Pro, according to CNN.
According to Dan Ives from Wedbush Securities, this strategic move represents Google’s intent to capture a share of the market traditionally dominated by Apple and Meta. He told CNN that Google aims to lure away customers by leveraging its existing technologies and capabilities, which reflect a broader industry trend of technology companies pursuing competitive advantage through innovation.
The XR operating system will combine advancements in artificial intelligence with features that allow users to interact more seamlessly with mixed-reality environments. The collaboration anticipates enabling applications that extend beyond mere entertainment and into everyday professional and personal tasks. Users will have access to standard Android applications as well as newly envisioned experiences tailored for XR.
Android XR emerged from years of investment in AR and VR technologies, promising to create an interconnected ecosystem of developers and device manufacturers. This environment will foster the growth of applications specifically designed for XR, with Google positioning itself as a leader in bringing enhanced capabilities to headset technology.
The device’s functionality will include AI-driven features, such as an intelligent voice assistant powered by Google’s Gemini. This assistant will facilitate interactions within XR environments, offering support for daily tasks and enriching user experiences.
According to CNN, Won-Joon Choi, head of Samsung’s mobile business R&D, highlighted the significance of this partnership, stating, “XR has quickly shifted from a distant promise to a tangible reality.” The anticipated headset will allow users to toggle between immersive experiences and the real world, thus merging both domains more fluidly.
With a growing focus on artificial intelligence and its potential applications, the partnership between Google and Samsung signifies a significant step toward mainstream XR technology, which still operates within a niche market. Market experts like Scott Kessler noted the early stages of this technology, emphasizing that while the headsets boast impressive capabilities, they lack must-have functionalities at this time.
Entering this competitive landscape reflects a resurgence of interest in wearable technology following earlier innovations like Google Glass and the Daydream VR headset, both of which have since been discontinued. Analysts maintain that ongoing development and marketing strategies will be critical as companies vie for user adoption in this evolving sector.
While precise details regarding device specifications and overall market strategy remain unclear, the announcement solidifies both companies’ commitment to advancing the XR experience, promising a variety of applications that extend beyond their current consumer offerings. As they begin preparations for the device launch, further updates on development and potential user trials are expected, maintaining interest at both consumer and industry levels.
Image and video credits: Google
