Google and Samsung Team Up to Challenge Apple and Meta with Mixed-Reality Headset
Tech giants Google and Samsung have announced plans to release a mixed-reality headset, marking a significant push to rival Apple’s Vision Pro and Meta’s Quest 3 in the expanding wearable technology market.
The forthcoming headset, expected to launch in 2025, will be developed by Samsung and powered by a newly designed Android operating system for extended reality (XR). While pricing details remain under wraps, analysts predict Samsung will aim to undercut Apple’s $3,499 Vision Pro, potentially positioning the device closer to Meta’s Quest 3, which retails for $500.
The collaboration brings together Samsung’s proven hardware capabilities and Google’s extensive software and AI expertise. The new Android XR operating system—co-developed by Google, Samsung, and Qualcomm—will serve as the backbone for the headset, enabling it to power a range of XR devices, including headsets and smart glasses.
Ted Mortonson, Managing Director at Baird, highlighted the significance of this partnership, describing it as a “direct assault on Apple.” He noted that Google and Samsung’s combined strengths could secure a foothold in the competitive wearable tech space and pave the way for future AI-driven consumer products.
While Apple’s Vision Pro has faced slower-than-anticipated adoption, the emerging collaboration between Google and Samsung could seize this opportunity to gain traction. Analysts like Mortonson suggest that the real innovation lies in the Android XR operating system, positioning Google to monetise its AI capabilities as the demand for advanced tech solutions intensifies.
However, some experts caution that mixed-reality headsets remain a “nice to have” rather than a “must-have” for most consumers. Highlighting past trends, such as the underwhelming reception of Google Glass in 2013, analysts emphasise that widespread adoption will depend on offering compelling, practical use cases.
Despite these challenges, the move signals Google and Samsung’s strategic preparation for the next wave of wearable and AI-driven technology. As competition heats up, industry players are racing to position themselves for the future of immersive consumer experiences.
