Samsung launches $1.8K Galaxy XR headset to challenge Apple’s Vision Pro

Samsung has launched the Galaxy XR, a $1,800 mixed reality headset designed to compete with Apple’s Vision Pro and Meta’s offerings while serving as a stepping stone to future AI-powered glasses. The device, developed in partnership with Google and Qualcomm, integrates Google’s Gemini AI assistant as its central feature, positioning Samsung in the evolving landscape where AI capabilities may eventually replace traditional smartphone interactions.

What you should know: The Galaxy XR launches Tuesday night at half the price of Apple’s $3,600 Vision Pro, targeting early adopters with bundled perks.

• Early buyers receive free access to Google’s premium Gemini AI assistant and YouTube Premium for one year.
• The headset features 4K displays, external cameras for mixed reality experiences, and hand gesture controls similar to the Vision Pro.
• Samsung developed the device with Google handling software integration and Qualcomm, the chip manufacturer, providing the processing power.

How it works: The Galaxy XR creates an immersive computing environment where apps and content appear to float in your field of view.

• External cameras project the real world onto internal displays, allowing users to navigate physical spaces safely while wearing the headset.
• Users control the interface through hand gestures, voice commands, or a combination of both.
• Google’s Gemini AI assistant can organize virtual workspaces, answer questions about landmarks in Google Maps, and generate videos using Google’s Veo AI tool.

The bigger strategy: Samsung and Google position the Galaxy XR as preparation for upcoming AI glasses partnerships with Warby Parker and Gentle Monster.

• Google demonstrated early prototypes of AI glasses at its I/O developer conference in May, though no launch timeline was provided.
• The companies believe AI integration distinguishes their approach from competitors focused purely on mixed reality experiences.
• Apple has reportedly shifted development priorities from a new Vision Pro toward AI glasses expected in 2026.

Privacy concerns: Gemini’s cloud-based processing requires transmitting user activity data to Google’s servers for analysis.

• Unlike Apple’s private cloud technology for AI systems, Google’s approach means sharing personal device usage information with the company.
• This data transmission requirement may deter privacy-conscious consumers from adopting the platform.
• The always-connected AI functionality creates ongoing privacy implications for daily device usage.

Market reality check: Despite technological advances, mixed reality headsets remain niche products with limited consumer appeal.

• Meta’s Ray-Ban AI glasses, the category leader, sold only 2 million pairs in two years compared to Apple’s 200+ million annual iPhone sales.
• The industry still lacks a “killer app” or sufficient immersive content to justify premium pricing for most consumers.
• The shift from metaverse enthusiasm to AI focus occurred rapidly after ChatGPT’s 2022 launch, with even Meta’s Mark Zuckerberg rarely discussing the metaverse anymore.

What they’re saying: Industry observers note the impressive AI capabilities while questioning long-term viability.

• The Gemini demo “was flawless” and “understood everything I said, even in a noisy conference room,” according to hands-on testing.
• However, “a future where the smartphone is replaced by an AI device like glasses has never felt further away,” despite the technological progress demonstrated.