Samsung’s Galaxy XR headset, priced at $1,800, enters the mixed reality market, competing with Apple’s Vision Pro. Developed in partnership with Google and Qualcomm, the XR projects apps and digital content overlaid onto the real world via cameras and user gestures. A key feature is the integration of Google’s Gemini AI assistant, offering AI-driven functionalities. While visually similar to the Vision Pro, the device’s AI focus potentially distinguishes it. The XR faces market challenges like high prices and limited killer apps, and questions remain on privacy as well as whether AI glasses will truly replace smartphones.
More than 17 years after the iPhone ushered in the modern smartphone era, the tech world remains fixated on finding its successor. The latest contender? Mixed reality (XR) headsets—computerized goggles promising to overlay digital content onto the real world.
Samsung is throwing its hat in the ring with the Galaxy XR, launching Tuesday evening with a $1,800 price tag. This positions it significantly below Apple’s Vision Pro, potentially targeting a broader consumer base. In a bid to entice early adopters, Samsung is bundling the device with perks such as complimentary access to Google’s Gemini AI assistant and YouTube Premium for a year.
The Galaxy XR is the result of a strategic partnership. Google is providing the software backbone, while Qualcomm is supplying the processing power with a dedicated chip designed for XR applications. This collaborative approach highlights the increasing specialization and modularity within the tech industry.
Samsung Galaxy XR Headset
Courtesy: Samsung
The Galaxy XR aims to deliver an immersive virtual computing experience, projecting apps and digital content into the user’s field of view. External cameras facilitate a passthrough AR experience, allowing users to remain aware of their physical surroundings while navigating virtual interfaces with hand gestures or voice commands.
Visually, the Galaxy XR bears a striking resemblance to the Apple Vision Pro, featuring a curved glass front, metallic accents, and an external battery pack connected via a wire, prompting speculation about reverse-engineering efforts. However, industry analysts note that this design convergence may reflect shared technological constraints and common user expectations rather than direct imitation.
Despite technological advancements, the XR headset market faces significant hurdles. With high price points and a lack of truly compelling “killer apps,” these devices remain niche products. The initial hype surrounding the metaverse has largely dissipated, eclipsed by the rise of generative AI, further complicating the market landscape. Even Meta CEO Mark Zuckerberg, once a staunch advocate for the metaverse, has shifted focus towards AI-driven initiatives.
Samsung, however, is pitching the Galaxy XR with a different long-term strategy in mind. While acknowledging the current limitations of the headset format, Samsung and Google are framing the Galaxy XR as a precursor to more seamless AI-powered glasses, currently under co-development with eyewear brands like Warby Parker and Gentle Monster.
These future glasses will leverage Google’s Gemini AI assistant, which is also a core element of the Galaxy XR experience. The emphasis on AI integration suggests a potential shift in the use case for wearable displays, moving from immersive entertainment towards more practical, context-aware assistance.
Google showcased preliminary designs for these AI glasses at its annual I/O event, but a firm launch date remains elusive. Google’s history of unveiling ambitious projects that never reach commercial availability raises questions about the timeline and ultimate viability of these AI glasses.
Samsung Galaxy XR Headset
Courtesy: Samsung
Despite past setbacks, Google and Samsung maintain that this time is different, with Gemini playing a pivotal role. The Galaxy XR demo highlighted the power of Gemini.
The Gemini-powered functionalities stole the show, enabling users to organize virtual workspaces, access real-time information about their surroundings via Google Maps, and generate AI-driven videos using Veo, akin to OpenAI’s Sora.
These AI capabilities set the Galaxy XR apart from the Vision Pro, which lacks native generative AI functionalities. This hints at a potential advantage for Samsung and Google in the long run, as AI is expected to become increasingly central to computing experiences. Apple is reportedly pivoting its focus from developing a new version of the Vision Pro in favor of AI glasses expected to launch in 2026.
Samsung Galaxy XR Headset
Courtesy: Samsung
However, the reliance on cloud-based AI raises significant privacy concerns. Utilizing Gemini requires users to grant permission for Google to access and analyze data transmitted from the headset, potentially exposing sensitive information. The lack of on-device processing capabilities, in contrast to Apple’s approach, may deter privacy-conscious consumers.
Even with AI integration, the long-term viability of AI glasses remains uncertain; analysts emphasize that they may become more niche products than smartphones, laptops or tablets.
Meta, the current market leader, has only sold around 2 million pairs of Ray-Ban glasses within the first couple years. Those numbers are low when compared to the number of iPhones Apple sells yearly, which is well over 200 million.
Despite the ongoing progress of AI and wearable tech, the vision of AI glasses replacing smartphones still seems distant.
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