Samsung prepares to announce its Vision Pro rival

Samsung prepares to announce its Vision Pro rival Ryan is a senior editor at TechForge Media with over a decade of experience covering the latest technology and interviewing leading industry figures. He can often be sighted at tech conferences with a strong coffee in one hand and a laptop in the other. If it's geeky, he’s probably into it. Find him on Twitter (@Gadget_Ry) or Mastodon (

Samsung, Google, and Qualcomm are gearing up for an exciting announcement following their strategic partnership to build next-generation AR/VR products.

During the summer Unpacked event in Seoul, Samsung’s president of mobile experience, TM Roh, assured journalists that the plan for a new XR headset and ecosystem is on track and that an official announcement is imminent.

The partnership was first announced six months ago at Samsung’s Unpacked event in February in San Francisco, where Roh was joined by Qualcomm CEO Cristiano Amon and Google SVP Hiroshi Lockheimer. They laid out their vision for an XR ecosystem, aiming to create a platform akin to smartphones but for XR technology.

According to Roh, the goal is not just to launch a single product but to open up an entire XR ecosystem. The executives are confident that XR will become a significant growth engine similar to smartphones in the future.

If that sounds familiar, it’s likely because it aligns with Apple’s long-term ambitions for its AR/VR headset which is envisioned as a platform that could revolutionise industries and become as ubiquitous as smartphones and computers.

However, there’s no denying the challenges that lie ahead for Samsung, Google, and Qualcomm in realising their XR ambitions.

Collaborating and aligning different teams within large tech companies can be a complex process. Apple’s journey with Vision Pro took seven years to reach fruition, and they have the advantage of extensive content relationships with software developers and Hollywood.

To overcome potential obstacles, Samsung and its partners may initially take a more conservative approach. Roh hinted that the initial foray into XR may involve integrating mixed reality features with smartphones. This approach allows them to leverage their existing smartphone ecosystem and gradually introduce XR capabilities to users.

While specific details about the XR headset and ecosystem are yet to be revealed, industry enthusiasts are eagerly anticipating the announcement. With the AR/VR market poised for significant growth, the collaboration between these tech giants has the potential to shape the future of XR experiences.

If the announcement does arrive during the second half of 2023, it will likely be accompanied by a comprehensive ecosystem announcement which could first be integrated into high-end smartphones before evolving into dedicated XR headset hardware for next-gen experiences.

The XR market is on the cusp of transformative developments and this major collaboration between industry titans promises to be a driving force behind these innovations. As they work towards their shared vision of an XR ecosystem, developers can start dreaming up new and immersive experiences that may revolutionise how users interact in the near future.

(Photo by GuerrillaBuzz on Unsplash)

See also: Apple releases visionOS SDK for crafting ‘all-new experiences’

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