Samsung accelerates XR headset plans

Galaxy Unpacked 2023 on February 2, 2023 [Courtesy of Samsung Electronics]

With Apple Inc. eyeing an early launch for its official extended reality (XR) headset in 2024, Samsung’s technology arms are also gearing up to release their XR products and applied for trademark rights with the U.S. patent authority.

According to the U.S. Patent and Trademark Office on Thursday, Samsung Display Co. recently applied for a new trademark, “Flex Magic,” speculated to be for Samsung’s next-generation XR headset. In its application, Samsung Display mentioned its universal application in display panels, notably including 3D glasses, virtual reality (VR) headsets, goggles, glasses, and smart glasses, and the company filed the same trademark with the European patent authority in November 2023. The logo unveiled in the new trademark application is a square-shaped panel, presumed to represent a unique form factor ratio incorporated in augmented reality (AR) and VR devices.

While patent applications do not necessarily guarantee product releases, the industry perceived considerable progress in Samsung’s new product unveiling. According to industry sources, Samsung expedited the launch of its XR device for a targeted launch in early 2024. Initially, the device tentatively named “Galaxy Glass” is likely to launch later that year.

Samsung Electronics Co. officially announced its entry into XR form factor development market in collaboration with Google LLC and Qualcomm Inc. in February 2023. It is expected that Samsung Electronics will develop the device, with Google handling software and Qualcomm responsible for XR platform-specific chipsets.

As Samsung intensifies its efforts and Apple faces delays in its new product release, a potential showdown between the competitors is becoming more likely. Industry insiders anticipate Apple’s launch of the Vision Pro in March 2024, with an expected initial release price of $3,499. The initial debut in the United States will be followed by releases in other countries in the latter half of the year. Apple’s software team reportedly aimed to debut the Vision Pro in January 2024, after its unveiling at the 2023 Apple World Wide Developers Conference (WWDC 2023) held in Cupertino in June.

The Vision Pro resembles ski goggles, allowing users to operate the device through eye movement, hand gestures, and voice commands. Users can interact with various apps in AR, projecting them into the air for three-dimensional use. The video call feature even has a representation of the person on the other line in the form of life-sized video tiles in the user’s space.

Meta Platforms Inc., which has been putting in immense efforts in immersive technologies, is also focusing on premium product development in collaboration with LG Electronics Inc. LG, as part of its year-end organizational restructuring, formed a dedicated XR business unit under its home entertainment (HE) business division, and both companies are reportedly working on developing mixed reality (MR) devices, with plans to unveil the headset in 2025.

According to market tracker Precedence Research, the AR/VR headset market is forecast to grow to $22.9 billion in 2026 from $9.19 billion in 2021. Chinese manufacturers are currently expanding their market share in the sub-$500 market segment, while Meta and Sony Group Corp. dominate in the near $1,000 range.

But with Apple and Samsung expected to release premium products above $1,000 in 2024, the market landscape could see a shakeup.