Samsung and Google are joining forces to take on Meta’s Ray-Ban Meta glasses, a move that has the potential to shake up the smart glasses market. According to a report from The Information, the collaboration is centered around creating a competitor to Meta's smart eyewear, integrating Google’s advanced Gemini AI. This project was given the green light earlier this year following debates at Google about whether to pursue full augmented reality (AR) glasses or a simpler, more streamlined product like Meta’s smart glasses.
Ultimately, both Samsung and Google decided to focus on the latter: sleek, user-friendly smart glasses that could directly rival Meta’s Ray-Ban smart glasses. This comes just under a year after Samsung trademarked "Samsung Glasses" in the UK, suggesting that the final product name may already be set.
A Tough Market to Crack Without EssilorLuxottica
While the Samsung-Google collaboration holds great promise, the companies may face an uphill battle due to a significant advantage held by their competitor, Meta. EssilorLuxottica, the global leader in eyewear, controls a vast share of the market, with major brands like Ray-Ban and Oakley under its umbrella. The widespread recognition of these brands could prove a major challenge for Samsung and Google, who lack a similarly iconic partner for their smart glasses venture.
Earlier this year, The Verge reported that Google made an attempt to lure EssilorLuxottica away from Meta to bolster its smart glasses project. However, the effort failed, and Meta solidified its partnership with EssilorLuxottica, recently extending their collaboration into the next decade. Together, the two companies plan to develop “multi-generational smart eyewear products,” locking Meta into an even stronger position in this growing market.
Broader Plans: High-End Mixed Reality
In addition to their smart glasses project, Samsung and Google are also working on a high-end mixed reality (MR) headset that aims to compete with Apple’s Vision Pro. This device has been in development for years, with Samsung focusing on the hardware and Google handling the software aspects. The headset is expected to feature Qualcomm’s cutting-edge XR2+ Gen 2 chipset, making it a serious contender in the mixed reality space.
However, recent reports suggest that this high-end headset may face further delays, potentially pushing its release back to late 2025. This delay would give Apple’s Vision Pro more time to build its presence in the market, adding more pressure on Samsung and Google to deliver a strong product when it finally arrives.
Navigating the Future of Smart Glasses and Mixed Reality
The collaboration between Samsung and Google reflects the growing importance of smart eyewear and mixed reality devices in the tech industry. With Google’s AI expertise through its Gemini models and Samsung’s longstanding hardware prowess, the partnership has significant potential. However, they will need to overcome Meta’s well-established partnership with EssilorLuxottica and their lead in the smart glasses market.
As the rivalry intensifies, consumers can expect a rapidly evolving landscape for wearable tech, with competition driving innovation in both AR glasses and mixed reality headsets. Samsung and Google’s smart glasses could become a significant player, but much will depend on how effectively they navigate partnerships, product development, and market positioning in the years to come.
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