Samsung Electronics Co. will finally launch its long-awaited extended reality (XR) devices next week, upping the ante in a global XR race led by larger headset rivals such as Meta Platforms Inc. and Apple Inc.
The South Korean tech giant said Wednesday it will host a special event on Oct. 22 to showcase its XR device, code-named Project Moohan, the company’s most ambitious hardware launch since its entry into foldable phones.
Built in partnership with Google LLC and Qualcomm Technologies Inc., the headset will run on Android XR, an artificial intelligence-powered operating system designed to integrate augmented, virtual and mixed-reality experiences into a single platform.
The software, unveiled by Google in December, is positioned as an open, unified ecosystem for future headsets and smart glasses.
“Project Moohan is the groundbreaking first product built for the open and scalable Android XR platform, and it seamlessly blends everyday utility with immersive new experiences,” Samsung said in a statement.
“This is where the true potential of XR comes alive, unlocking a whole new dimension of possibilities.”
A THREE-WAY ALLIANCE
Samsung’s return to headsets, after quietly shelving its Gear VR line years ago, comes as US Big Tech firms pour billions into extended reality, hoping it will succeed smartphones as the next personal computing platform.
The global XR industry is projected to balloon from $142.4 billion in 2023 to $1.1 trillion by 2030, according to Grand View Research.
Meta dominated the market with a 71% share as of the second quarter this year, followed by Apple’s Vision Pro and Sony Corp., according to data from CounterPoint Research.
Samsung, leveraging its hardware expertise and Google’s software muscle, is betting it can deliver a more accessible, developer-friendly alternative.
Headsets running Android XR will allow users to stream YouTube and Google TV on massive virtual screens, explore landmarks in 3D with Google Maps and even access Google Photos in immersive mode.
The South Korean tech behemoth, which teamed up with Google and Qualcomm in 2023 to develop the platform, has teased the launch for months with brief showings at tech conferences.
By Sookyung Seo
skseo@hankyung.com
Jennifer Nicholson-Breen edited this article.
