Samsung Unveils Advanced Mixed Reality Headset to Challenge Apple’s Dominance

Imagine exploring a distant city through Google Maps, but instead of viewing it on a flat screen, you’re immersed within the map itself. Picture asking questions about nearby restaurants or historical landmarks simply by gazing at them and speaking aloud.

This enhanced level of interaction represents a key capability of Samsung’s Galaxy XR, the company’s newest mixed reality device that debuted on October 21 with an $1,800 price tag. Samsung joins a growing roster of technology companies attempting to make virtual and augmented reality headsets as commonplace as smartphones and laptops, though these devices remain largely confined to early technology adopters, enthusiasts, and gaming communities.

The Challenge of Market Adoption

Apple’s $3,500 Vision Pro headset has encountered difficulties attracting software developers and connecting with consumers, based on industry analyses. Both Apple’s and Samsung’s products aim to establish a new category of headset offering varying degrees of immersion—from virtual displays to fully encompassing digital environments.

Samsung developed its latest headset in collaboration with Google, hoping to attract consumers through its integration of the search company’s Gemini assistant. This AI helper is woven throughout the device’s operating system, enabling it to respond to inquiries about whatever content appears in the user’s view.

This new device represents not only Android’s first significant competitor to the Vision Pro, but also Samsung’s and Google’s strategic bet on what could become the next generation of personal computing, as technology leaders compete to develop AI-enhanced devices that could eventually replace smartphones.

“It brings you closer to that science fiction concept of having a digital companion that truly understands your situation and allows you to take action through simple conversation,” explained Shahram Izadi, vice president and general manager of the Android XR software platform, during a recent discussion.

Productivity Meets Entertainment

Similar to Apple’s Vision Pro, Samsung’s headset targets both work productivity and entertainment applications. Users can display Android applications on virtual screens far larger than traditional televisions or computer monitors. Certain applications function differently than their smartphone versions; Google Photos displays images and videos in three-dimensional format, comparable to the Vision Pro’s spatial photography feature.

The software interface relies on hand movements and voice commands, though the headset includes a dedicated button for activating Google’s Gemini and features a touchpad controller.

However, the Galaxy XR’s most distinctive feature lies in its Gemini integration.

AI-Powered Interaction

During testing, when I posed questions about photographs such as identifying a tree’s native region or determining optimal travel times for specific locations, Gemini not only answered but volunteered to arrange flight bookings.

The Google Maps experience proved equally impressive. While navigating through New York, I could ask Gemini about various landmarks without specifying locations since the AI understood what I was viewing. Users must grant permission for screen sharing with Gemini before asking questions about displayed content.

The headset felt reasonably comfortable during a roughly 30-minute demonstration, with size adjustment proving easier compared to previous virtual reality devices tested. However, it remains considerably heavier than eyeglasses, raising questions about extended wear comfort.

The Path Forward

Using Gemini within the Galaxy XR headset represents a significant advancement in AI-assisted task completion that previously required multiple steps or separate applications. Google has been restructuring its Android smartphone software around this philosophy, introducing features like Circle to Search, which conducts searches based on screen content.

Nevertheless, Samsung and Google face a fundamental challenge: Do people have room for another device in their lives?

Virtual reality headsets haven’t achieved mainstream success because their practical value doesn’t justify the cost for most consumers. While $1,800 costs significantly less than the Apple Vision Pro, it remains a substantial investment for typical households.

Drew Blackard, senior vice president of mobile product management for Samsung Electronics America, believes the $1,800 price point could attract consumers previously uninterested in virtual reality. However, he acknowledged the pricing challenge.

“Is that sufficient to drive widespread adoption? Probably not,” he admitted. “You’ll likely need to see prices decrease over time.”

Vision for the Future

Samsung and Google view the Galaxy XR headset as the foundation for a new generation of AI-enhanced eyewear, including forthcoming smart glasses.

Google is already exploring future capabilities: Gemini will eventually track user expressions, according to Izadi, though this functionality remains in prototype stages. This advancement could make Gemini interactions feel more natural, which proves essential for products like the Galaxy XR designed primarily around AI usage.

“You can envision a future where understanding user emotions or expressions enables appropriate responses,” he explained. “Similar to conversations happening in the physical world.”