Apple and Samsung: Diverging Strategies in the XR Headset Market
As the competition in the Extended Reality (XR) headset market intensifies, Apple and Samsung have charted distinctly different paths. Following disappointing sales of Apple’s Vision Pro, the tech giant is pivoting towards a more affordable XR headset aimed at consumer markets. Meanwhile, Samsung has unveiled its ambitious Project Moohan, positioning itself to challenge the Vision Pro with a robust premium offering. This article explores the strategies of both companies as they navigate the evolving landscape of XR technology.
The Challenge of the Vision Pro
The Apple Vision Pro fell short of expectations post-launch, struggling with sales into 2024. Several key factors have contributed to its lackluster performance, including:
- No dedicated controllers
- Limited support for existing VR games
- Insufficient content
- A hefty price tag
At $3,499, the Vision Pro's price is a significant barrier, even for the most passionate XR fans. Many are reluctant to invest in a headset that lacks compatibility with popular VR games. As noted by former Oculus head Hugo Barra, the Vision Pro may resemble an over-engineered developer kit, packed with features that the average user may not need, ultimately driving up the cost.
Apple's Shift to a Mid-Range XR Headset
Recognizing the constraints of their initial offering, Apple is reportedly developing a less expensive XR headset. Sources indicate that Apple's original expectations of strong enterprise sales have not materialized, necessitating this shift. The upcoming device is anticipated to incorporate features like PSVR2 controllers to enhance gaming capabilities and simplify user interface navigation. The potential release of the Apple Vision Pro 2, or possibly the Apple Vision Air, may also feature cost-cutting changes, like a departure from the premium titanium and glass design to a more budget-friendly alternative.
Samsung's Ambitious Project Moohan
In contrast, Samsung is set on launching Project Moohan, showcased at their recent Galaxy Unpacked event, with an aim to outperform the Vision Pro in critical areas. Samsung's strategy centers on ensuring that its headset poses a compelling challenge to Apple's offering rather than being viewed as an inferior option. Featuring OLED on Silicon technology manufactured in collaboration with Sony, Samsung is gearing up for component production to begin shortly, targeting a potential release that could coincide with the unveiling of Apple's next headset in 2026.
