Samsung Electronics is partnering with Alphabet's Google (GOOGL, Financial) to enter the augmented reality (AR) glasses market. According to Samsung's mobile business executive, the two companies are developing AR glasses as part of their collaboration on the Project Moohan headset, announced last December. While details are scarce, the glasses will be integrated into the jointly developed Android XR operating system. The timeline for market entry remains uncertain as both companies strive to achieve desired quality levels.
The development of authentic AR glasses has been a challenging goal for the tech industry. Companies like Google, Apple (AAPL), and Meta (META) aim to create lightweight glasses that overlay data and graphics on real-world views, but face obstacles related to cost and engineering. Samsung, a leading smartphone manufacturer, is seeking new growth avenues in its consumer business. Last year, it expanded its wearable and health electronics lineup with the Galaxy Ring, which tracks sleep, stress, and activity.
The AR glasses from Samsung and Google will compete with upcoming products from Meta and potentially Apple, which has been more reserved about its plans. Reports indicate Meta's AR glasses, named Artemis, are slated for a 2027 release. Meanwhile, the Project Moohan headset combines AR and virtual reality (VR) and uses outward-facing cameras to simulate AR effects, primarily serving as an immersive VR device. Samsung is still determining the release date and pricing for this product, focusing on content availability as a critical aspect of its launch.
