Samsung Electronics is making headlines with plans to launch its new extended reality (XR) device during the Galaxy S25 launch event, expected to occur early next year. Aptly named project "Infinite", this latest venture aims to introduce Samsung's prototype of augmented reality (AR) glasses, signifying the company's determined entry onto the burgeoning XR market.
The anticipated XR device is part of Samsung's strategic move to shift focus, especially as the tech titan looks set to produce around 50,000 units by the second half of 2025. Such ambitious production mirrors the projected growth of the XR market, expected to escalate from $31.3 billion recorded back in 2022 to $111.5 billion by 2028, as per estimates from MarketsandMarkets. This rapid expansion is leveraging advances in artificial intelligence (AI) and rising consumer demand for innovative technology platforms.
Recognizing the increasingly competitive environment, Samsung’s Mobile eXperience division is proactively strategizing to ship the new device and stake its claim against competitors like Apple and Meta. Both firms have already unveiled their respective products, with Apple showcasing its Vision Pro and Meta presenting the Orion AR glasses. Samsung’s move to release this XR device underlines its ambition to maintain its competitive edge.
Interestingly, during the earnings briefing held for Q3 2024, Samsung Electronics projected discouraging growth for the smartphone market, estimating less than 1% growth for the upcoming year. This leads to the obvious question: what’s the plan for boosting sales? Expanding their product portfolio to include cutting-edge technologies like XR seems to be the answer.
Industry insiders are observing Samsung's entry with cautious optimism. "We need to see how Samsung innovates within such underdeveloped market conditions," noted one source, shedding light on the various challenges faced by the XR market: lack of compelling content, high device costs, and the physical weight of such devices. These factors have yet to be decisively addressed.
Critically, the current low sales figures for Apple’s Vision Pro may be attributed to content-related issues rather than product weight or price. This has led to the consensus among tech experts and insiders alike, signaling the necessity for captivating application development before the XR ecosystem can truly thrive.
To bolster its reputation and offer users a unique experience, Samsung's XR venture is expected to incorporate Qualcomm's application processor and utilize Google’s operating system. They also have aspirations to create their exclusive XR chip, representing an ambitious move reminiscent of Apple’s strategy with custom semiconductors.
Scheduled for early January, the Galaxy Unpacked event not only showcases new devices from Samsung's Galaxy S series but serves as the backdrop for introducing the XR device. The significance of this launch cannot be overstated, as it emphasizes Samsung’s commitment to pushing the boundaries of technology and keeping pace with industry advancements.
Notably, the previous excitement surrounding Samsung's XR headgear has diminished, especially following leaks about fundamental changes to its specs and strategic focus. Recent reports indicate the initial projection for production volumes has dropped dramatically, leading to concerns over the functionality and capabilities of the upcoming glasses.
These rumors hint at the prospect of AR glasses being unveiled with much simpler specifications. According to industry leaker @Jukanlosreve, the upcoming device will not include certain expected features, including any kind of display, which dramatically shifts the narrative around Samsung's XR ambitions.
While Samsung had once aimed to address the growing demand for powerful VR solutions, it appears the focus is now repositioned more toward simpler, possibly companion devices rather than standalone high-performance headsets. This decision reflects the current consumer sentiment and results from careful contemplation about the viability of the XR market.
The first half of the upcoming year is set to witness Samsung's prototype debut, with developments eagerly awaited by tech enthusiasts and market observers alike. The technology world holds its breath for what Samsung can bring to the XR revolution and whether the time is right for this kind of technology to break through. It certainly presents both hurdles and opportunities, with the potential to transform entertainment, workplace productivity, and daily interactions if executed correctly.
With the XR space currently marked by skepticism and cautious optimism, Samsung must navigate its way through with strategic ingenuity, perhaps cementing its legacy within this aspect of technological evolution.