Samsung needs to take the XR market by storm. Apple caused a commotion with Vision Pro, but it was too expensive and hard to get hold of to go mainstream. The best approach that Samsung can have is to provide a more affordable and easy-to-use alternative that at least integrates with the rest of the Android ecosystem, and that might change the game entirely.
Hype may make things exciting; however, what is important is how the device works in real life. The ability to be comfortable, its battery life, simple interaction, and the availability of really useful apps will be the final determining factor of whether it is a success or not. In that respect, the application of the Gemini AI by Samsung might come as an advantage because it provides a hands-free, voice-first experience that fits perfectly with XR technology.
Project Moohan is an opportunity to combine AI with real-life functionality to take XR to the next level, it’s not just noise. If it will not provide value, it risks fading away like most other technology trends. It is not a mere fight against Apple but a chance for Samsung to lead and show how XR can revolutionize within the Android world.
Samsung is launching into the XR market with Project Moohan, which is its first mixed reality device powered by Android co-developed by Google and Qualcomm. The device will have AR/VR, Gemini AI, and gesture tracking functions as well as the ability to support existing Android applications. It will be hyped in July before its official release in Korea on September 29 and will be available on October 13 in markets.
In addition to the headset, Samsung is also planning on releasing smart AI/AR glasses that have been developed with Gentle Monster, direct competition with Ray-Ban smart glasses created by Meta. It is estimated that both devices will see Android XR in the hands of ordinary people in 2025.