Electronics giant Samsung (SSNLF) and Alphabet’s (GOOGL) Google have joined forces to challenge Apple (AAPL) and Meta (META) in the emerging smart glasses and extended reality (XR) market. On Tuesday, Samsung unveiled its new Galaxy XR headset, priced at $1,799, almost half the cost of Apple’s Vision Pro. The device uses Google’s new Android XR system and Gemini’s AI, which Samsung believes will help it stand out from competitors.
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The launch marks the beginning of a new generation of Samsung devices built on Android XR and powered by artificial intelligence (AI), the result of a long-term collaboration with Google and Qualcomm (QCOM). Ahead of the announcement, Google’s VP of AR/XR, Shahram Izadi, said the companies are excited to expand into new device categories and form factors.
Smart Glasses Market Is About to Get Crowded
Big tech companies are competing to create new types of devices for entertainment and computing, all powered by AI. XR headsets are basically smart goggles that display all your apps and digital content directly in front of your eyes, often controlled through hand gestures or voice commands. Facebook-owner Meta (META) currently leads the virtual reality (VR) space with around 80% share, while Apple is in second place.
Samsung began exploring this market nearly four years ago under “Project Moohan,” a partnership with Google aimed at creating advanced smart eyewear. The company said at a briefing in Seoul on Wednesday that it has been debating over the right moment to launch the product. After considering factors like technological progress and growing consumer readiness, they decided now was the ideal time.
Beyond the headset, Samsung and Google are also planning to launch lighter eyeglasses. The South Korean company has formed strategic partnerships with Warby Parker (WRBY) and domestic player Gentle Monster luxury eyewear to blend technology with luxury design.
As competition in the XR and smart glasses market intensifies, Samsung and Google’s partnership stands out as a powerful collaboration. Merging Samsung’s hardware strengths with Google’s software and AI, the duo is gearing up to take on Apple and Meta.
GOOGL, AAPL, or META: Which Is the Better Tech Stock?
We used the TipRanks Stock Comparison Tool to determine which is the better tech stock, according to analysts. Currently, META and GOOGL stocks have a “Strong Buy” consensus rating, with META offering a higher upside potential over the next twelve months.
