google and samsung challenge apple and meta with mixed-reality headset

the new headset, built by samsung and powered by a cutting-edge android operating system, represents a significant collaboration between google, samsung, and qualcomm. this move directly challenges meta’s dominance in the market, with the device expected to launch in 2025. while pricing has not yet been disclosed, analysts predict samsung will price the headset below apple’s vision pro ($3,499). for comparison, meta’s quest 3 is priced at $500.

the headset will be the first product to feature the android operating system for xr (extended reality), a platform designed to support various virtual and augmented reality devices. this operating system, co-developed by google, samsung, and qualcomm, will eventually be available to other companies for use in their hardware.

ted mortonson, managing director at baird, told cnn that this initiative could help google and samsung capture a larger share of the wearable tech market and prepare for the future of consumer ai products. "they’re launching a direct assault on apple," mortonson said, emphasizing the strength of google’s ai capabilities paired with samsung’s reliable hardware.

the vision pro’s slower-than-expected adoption has created an opportunity for google and samsung, mortonson noted. similarly, scott kessler, global sector lead for technology at third bridge, highlighted meta’s strong position in the market with its quest 3 and partnerships with ray-ban. however, kessler acknowledged that the market for headsets remains niche, leaving room for competitors to innovate.

dan ives, managing director at wedbush securities, pointed out that google aims to undercut meta’s pricing to focus on the mass consumer market, signaling its commitment to competing actively in this space.

this collaboration also reflects google’s long-standing interest in wearable technology, dating back to google glass (2013) and its discontinued vr headset, daydream (2016). with advancements in generative ai, including google’s gemini launch in 2023, the new operating system will integrate features such as an ai assistant and android app compatibility.

samsung’s head of r&d, won-joon choi, expressed enthusiasm about the partnership, describing xr as a transformative technology with the potential to enrich everyday life. "we believe xr has the potential to unlock new and meaningful ways to interact with the world, transcending physical boundaries," choi said.

"nice to have, not need to have"

while the wearable headset market is still in its early stages, kessler noted that these devices are currently considered a luxury rather than a necessity. drawing comparisons to the initial excitement surrounding google glass, he emphasized the challenge of making such products indispensable to consumers.

mortonson added that the real innovation lies in google’s android xr system and its potential for monetizing ai products. this development underscores how major tech companies are positioning themselves to capitalize on future opportunities in the wearable tech space.