\n \n Google and Samsung are stepping into the wearable headset race.\n <\/p>\n \n The companies are joining forces to release a mixed-reality headset that will compete with Apple\u2019s Vision Pro and Meta\u2019s Quest 3.\n <\/p>\n \n The Samsung-built headset will be powered by a new Android operating system, pushing into a <\/strong>market that has been largely dominated<\/a> by Meta.\n <\/p>\n \n The price of the headset, which is set to roll out sometime in 2025, has not been announced. But analysts expect Samsung to try to undercut Apple\u2019s $3,499 price tag for the Vision Pro. Meta\u2019s Quest 3 sells for $500.\n <\/p>\n \n The Samsung headset<\/a> will be the first product powered by the new Android operating system for XR before the new OS becomes available for other companies to use in their own devices.\n <\/p>\n \n Android for XR \u2014 an umbrella term for various types of virtual and augmented reality \u2014 was built in collaboration by Google, Samsung and Qualcomm and will be able to power hardware devices like headsets and glasses.\n <\/p>\n \n Ted Mortonson, a managing director at Baird, told CNN that the headset \u2014 and the underlying operating system powering it \u2014 will help Google and Samsung gain a share of the market for wearable consumer tech while also positioning the companies for the future of consumer AI products.\n <\/p>\n \n \u201cThey\u2019re doing a direct assault on Apple,\u201d Mortonson said, noting that the partnership leverages Google\u2019s extensive AI capabilities and Samsung\u2019s reliable consumer tech hardware.\n <\/p>\n \n The Vision Pro has not taken off as much as Apple had hoped, <\/strong>Mortonson said, leaving the door ajar for Google and Samsung to step in.\n <\/p>\n \n Scott Kessler, the global sector lead for technology at Third Bridge, told CNN that Meta is perceived as a market leader and is in a strong position with its Quest 3 and collaborations with Rayban. Yet, given that headsets are still a relatively niche product, the market allows for experimentation.\n <\/p>\n \n \u201cWe\u2019re in early stages,\u201d Kessler said.\n <\/p>\n \n Dan Ives, managing director and senior equity analyst at Wedbush Securities, said in an email that Google will try to undercut Meta to focus on the mass consumer market.\n <\/p>\n \n \u201cThis is a shot across the bow by Google to steal market share from Apple and Meta and signal they are not going to watch this market from the outside,\u201d Ives said.\n <\/p>\n \n Mortonson also said this is a long time coming for Google, which was a pioneer in wearable technology with Google Glass in 2013, <\/strong>which was discontinued in 2023<\/a>, and a VR headset called Daydream that released in 2016 before also being discontinued.\n <\/p>\n
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