Samsung Expands into AR Field, Applies for Glasses Trademark

It seems that Samsung is betting on augmented reality (AR) and virtual reality (VR) technologies, as new trademarks and partnerships indicate that multiple devices may be released in the near future.

According to a report from Samsung news website SamMobile on November 24, the company recently registered the trademark "Samsung Glasses" in the UK, covering product categories such as AR headsets, smart glasses, and VR headsets. This suggests that Samsung may be developing its first AR smart glasses and could launch them in the coming years.

These glasses are likely to compete with Meta's recently announced RayBan smart glasses and Google Glass in the enterprise market.

While detailed information is still unknown, this trademark indicates that Samsung sees smart glasses and AR as mature areas for expansion.

Now, Samsung has joined the increasingly fierce competition in the immersive device market between Meta and Apple. An employee from Meta commented on this situation in early October, stating, "We are in the 'fear Apple' stage."

In addition, Samsung is collaborating with Google and Qualcomm to develop a high-end mixed reality headset, which is rumored to be launched by the end of 2024. Early rumors suggested that Samsung was developing a standalone XR headset, but now there are reports that Samsung has restarted its development efforts after seeing Apple's Vision Pro headset priced at $3,499, in order to create a more high-end competitor.

Qualcomm has hinted at the development of a new generation of XR chipsets that will offer more powerful performance than the chips used in the latest Meta Quest headset. Samsung's devices are likely to leverage this updated chip technology, along with the eMagin MicroOLED displays recently acquired by Samsung.

Is this just a collision of two universes in the AR/VR field?

With Samsung pursuing two parallel AR/VR projects with industry giants, it appears ready to compete head-on with Apple, Meta, and Google as immersive technology becomes more mainstream. Although the launch timeline is still uncertain, these trademarks and partnerships indicate that AR and mixed reality hardware hold an important position in Samsung's future device roadmap, alongside its successful smartphone, tablet, and computer product lines.