Will Samsung's XR Headset Surpass Apple's Vision Pro?

Samsung Electronics has recently collaborated with Google and Qualcomm to launch its newest extended reality (XR) headset, known as Project Moohan. This initiative places Samsung in direct competition with other major tech companies in the XR sector.

On a Thursday in New York, Samsung hosted a developer event called “XR Unlocked” where they revealed plans for the global launch of Project Moohan, expected next year. This advanced headset will utilize the latest version of Google’s Android XR, a platform developed collaboratively by the three tech giants. This will allow users to engage with both the real world and virtual spaces using a range of artificial intelligence (AI) features that offer diverse sensory experiences.

Samsung has integrated Google’s Gemini AI chatbot into Project Moohan, enabling users to discover new information through natural conversations and physical gestures. The term XR encompasses a variety of technologies including virtual reality (VR), augmented reality (AR), and mixed reality.

Once released, Project Moohan aims to compete with established products like Apple’s Vision Pro and Meta’s Quest, both of which currently hold significant market share in the XR device realm.

Samsung's XR History and Market Challenges

This launch isn't the first foray of Samsung into the XR market. Back in 2014, the company introduced Gear VR, developed in partnership with Oculus, which is presently known as Meta. It produced several versions of this headset but ultimately discontinued related services in 2020.

Additionally, starting in 2017, Samsung released various VR headsets under its Odyssey gaming brand; however, these products did not achieve significant popularity.

In the current landscape, Project Moohan will encounter fierce competition. Although the XR market does possess potential for growth, it is currently led by Meta's Quest, while Apple's Vision Pro struggles to make a substantial impact. Recent reports suggest that Apple sold about 370,000 units of its Vision Pro in the first three quarters of 2024, and it might sell around another 50,000 units by January. Analysts note that the high price, limited content, and usability issues indicate that Apple's focus has been more on the product itself rather than addressing market needs.

Competition and Strategic Considerations

In light of these challenges, there are rumors that Apple is planning to introduce a more affordable version of the Vision device next year to better contend with the Quest. While Samsung has not yet announced details such as pricing or specifications for Moohan, it must remain aware of the importance of competitive pricing and providing a wide array of engaging content.

During the event, Samsung Electronics Executive Vice President Choi Won-jun remarked, “XR will open an entirely new dimension by seamlessly transitioning between the real world and virtual environments, enabling interaction with technology without physical limitations.” He further expounded on the adaptability of the Android XR platform, emphasizing its scalability across different devices. This platform is expected to enrich the user experience through a broadened ecosystem and a variety of content options.

Samsung, XR, Headset