Immersive Team develops Samsung XR to beat Apple, Meta: Report

Samsung is reportedly boosting its efforts to develop extended reality (XR) headsets. The company’s Mobile Experience (MX) division has formed a ‘secret organization’ called the ‘immersive team’ to speed up the development of XR devices, which has grown from a few to about 100 people.

The Korean tech giant is also collaborating with Google and Qualcomm to create innovative devices. Samsung’s MX Division Head (President) Noh Tae-moon said, “We will change the future of mobile by jointly building the next-generation XR experience.”

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Samsung aims to launch its XR headset within this year, as it faces powerful competition from other tech giants such as Apple and Meta. Apple’s Vision Pro is seen as a game-changer in the XR market as it sold 200,000 units in less than a month, while Meta’s Quest 3 is the most popular device in terms of price and technology.

The IDC report has revealed that the Quest 3 shipments are estimated to be between 2 million and 2.7 million units in the fourth quarter of last year. Despite the high price, the industry consensus is that attitudes on the Vision Pro XR headset are changing.

The global XR headset market is expected to grow by 47% this year, reaching 11 million units, according to IDC. Along with Samsung, Sony is also preparing to launch its XR headset ‘Head Mount’ in the second half of the year.