Companies are increasingly focused on launching their mixed reality devices as the demand and market for immersive computing experiences intensify. Vision Pro was much hyped when it was launched, but it had limited success due to the higher price tag attached to it, which even made tech enthusiasts question if it was worth investing in. On the other hand, Samsung is partnering up with Google and Snapdragon to mark its entry into the XR market and aims to establish itself as a direct competitor of Apple's headset.
Apple and Samsung are opting for contrasting strategies when it comes to their XR devices
Apple launched its Vision Pro in 2024, and it was priced at $3,499. What was meant to be a truly immersive experience and a revolutionary product did not leave the intended impact. Not only was the higher price a setback for many customers, but many highlighted issues with the headset's comfort. The tech giant faced several other complaints: a lack of content, no availability of dedicated controllers, and the lack of support for VR games. This led to Apple scaling its production and canceling the AR video glass device it had in the works.
On account of the challenges Apple faced with the Vision Pro, the company, as per a detailed report, is working on a mid-range XR headset. The company is attempting to appeal to a wider range of audiences by pivoting in a different direction and changing its own strategy of premium pricing. Apple is said to be in talks with Sony about its PSVR2 controllers, which can allow Vision Pro users to play their favorite games and even help with UI navigation. However, the Cupertino-based tech giant might be cutting down on some of the premium features, such as the EyeSight external display.
Meanwhile, Samsung is preparing to enter the XR market with its Project Moohan, which is said to be powered by Qualcomm's Snapdragon XR2+ Gen 2 processor and is expected to run on the Android XR operating system. The collaboration is aimed at helping the company deliver a standalone high-performance XR experience. It is said the headset would feature advanced display technology with a pixel density of 3,800 PPI. The high-quality visuals will be delivered with the help of the OLED on Silicon (OLEDoS). Even though Vision Pro has not done much in the market, the South Korean tech giant is still committed to making its headset surpass Vision Pro and is focused on a premium experience and cost.
Despite the major focus on Project Moohan, Samsung has other mid-range headsets in its pipeline, which it will start working on once Project Moohan is launched. While both devices might opt for a similar release window in the year 2027, the company's contrasting strategies highlight the varied goals they have set for themselves. We are yet to see how the XR headsets will do in the market, but we will be sure to report to our readers as soon as we find out.
