Samsung and Google reboot the mixed-reality race, challenging Apple and Meta

The news: Samsung and Google announced their collaboration on mixed-reality (MR) glasses, with no firm release date set. The partnership combines Samsung’s hardware proficiency and Google’s Android XR software to deliver marketable, user-friendly headsets.

In a separate announcement, Google bought part of HTC’s Vive VR team for $250 million, a strategy to ramp up expertise through acquisition.

Why it’s worth watching: The announcements come one year after the Apple Vision Pro began shipping. While that particular product has languished, new entrants in the AR/VR/MR/XR market could drive up interest while driving down headset pricing.

Meta unveiled Orion AR glasses in 2024, a preview concept of lightweight smart glasses. However, the device’s $10,000 cost puts it years away from a wider market release.

Apple hasn’t indicated that it’s launching a successor to the high-end Vision Pro this year, which means the company will saturate its existing market share with content and applications before releasing a new headset.

The MR market is slowly unfolding: AR/MR-specific tools might lead to a flurry of exclusive content that could generate interest and sell more headsets.

• Meta continues to build out its Meta Quest ecosystem, and it remains the platform of choice for VR developers, mainly because it’s the more accessible option, per Mixed.
• BlackMagic released its URSA Cine Immersive camera last year. It shoots 8K 3D video, ideal for Vision Pro and similar headsets.

The hurdle: Consumers prefer lighter, affordable smart glasses over bulky VR goggles, showing interest in devices like Orion or advanced Ray-Ban Meta Smart Glasses models.

Our take: 24% of marketers say AR/VR technology will affect digital marketing strategies in the next five years, per Ascend2. Samsung and Google playing the long game could create sustainable ecosystems around AR/VR hardware and become future competitors to Apple and Meta.

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