Samsung and Google’s bid to outmaneuver Meta and Apple in XR, metaverse

The news: Samsung confirmed it will launch a new XR (extended reality) device in the second half of 2025, likely the long-teased Project Moohan, a device capable of augmented reality (AR) and virtual reality (VR), developed in collaboration with Google and powered by Android XR, per TechRadar.

Samsung enters the fray with notable advantages: brand trust, global distribution, and Google’s software muscle and large developer base. This partnership could crack mainstream adoption where Meta’s VR-centric Quest platform hasn’t.

While details on the new headset remain sparse, Samsung is signaling its intent to compete directly in a space where market leaders have struggled to scale. 

Pricing and platform will be key: Samsung can rival Apple’s Vision Pro on display tech and undercut it on cost, positioning itself between Meta’s budget gear and Apple’s luxury tier.

By launching in 2025, Samsung can take what it’s learned from Meta’s and Apple’s setbacks and differentiate its devices.

• Affordability matters, but widespread XR and metaverse adoption depends on a strong platform—one that supports not just games and immersive apps, but also business use cases.
• Meta’s metaverse bets, especially Horizon Worlds, stalled due to lack of daily use, clunky UX, and unclear consumer utility beyond niche gaming and fitness applications.