Google and Xreal Launch AR Smart Glasses, Compete with Apple and Meta

Alphabet's Google has entered the smart glasses market, collaborating with Xreal to launch the first smart glasses equipped with an augmented reality (AR) operating system. At the Google I/O conference on May 20, the search giant and Xreal showcased Project Aura, the first smart glasses running on the Android XR system. This new operating system, released in December last year, aims to replicate the Android experience across various devices, including closed mixed reality (MR) headsets, AR glasses, and camera-equipped glasses without display functions. In the same month, Google and Samsung Electronics also previewed a headset device called Project Moohan.

In addition to the Xreal glasses, Google revealed that it is collaborating with Samsung to develop smart glasses and will release the device's reference hardware platform later this year. Furthermore, Google is working with Gentle Monster and Warby Parker brands to develop glasses without AR functionality. Xreal's CEO and co-founder, Xu Chi, stated in an interview that Google and Samsung's device is a response to Apple's Vision Pro, while Xreal's upcoming Android XR smart glasses are designed to compete with Meta's AR glasses under development. Meta showcased a prototype of its Orion glasses last year and plans to release a consumer version called Artemis by 2027. Meanwhile, Meta is set to launch an upgraded version of its smart glasses with a small display this year as an interim step towards full AR technology.

Xu Chi disclosed that the Aura smart glasses are expected to be released to consumers by the end of this year or early next year. Samsung and Meta have not yet announced the pricing for their new products, but these devices are likely to cost several thousand dollars. Xu Chi noted that Project Aura will be significantly more affordable, with Xreal's current AR glasses, which connect to a phone via cable, priced between 200 and 600 dollars. Meta's non-AR smart glasses, co-developed with Ray-Ban, have shown strong sales performance. The version with an integrated display, released this year, is expected to be priced between 1000 and 1400 dollars.

“We have the capability to produce hardware that is more advanced and cost-effective than Orion,” Xu Chi said. “Our core advantage lies in hardware. Currently, we lack content.” Google's Vice President and General Manager of XR, Shahram Izadi, described Project Aura as a “lightweight optical see-through device that allows users to access familiar Android applications.” He added that the device will be initially available to developers, enabling them to “use the familiar tools for building Android apps to start creating overlay experiences in the real world.”

Like Meta's Orion prototype, Xreal's Android XR smart glasses will feature an independent computing unit with a main processor produced by Qualcomm. The head-mounted device will also include another chip to handle low-latency tasks such as image processing. Xu Chi mentioned that the team's long-term goal is to shift the computing load from the independent unit to the connected phone. However, at this stage, the independent computing unit remains a critical consideration for AR device manufacturers, as it allows the product to be as lightweight and cost-effective as possible.

Android XR is a key component of Google's future strategy, as the company is expanding the Android ecosystem beyond smartphones through new strategic investments. Google has extended its operating system to televisions, automobiles, and smart home devices, and plans to adapt its underlying technology for robotics. Although Google entered the mixed reality field, which combines AR and VR, later than others, its Moohan prototype, demonstrated with Samsung last year, showed promising potential.

Google is continuing its strategy from the smartphone sector, seeking partnerships with core hardware brands rather than developing its own devices from scratch. Similar to its collaboration with Samsung, Google provides the AR operating system, while Xreal independently develops the hardware for the Aura smart glasses. In contrast, Apple has consistently followed its product strategy, developing the Vision Pro headset and its accompanying visionOS operating system in-house. Apple is committed to releasing its own AR glasses in the future and plans to introduce a transitional product around 2027, competing with Meta's screenless smart Ray-Ban glasses. Samsung is also advancing its smart glasses development efforts.

“Looking back at the debut of the iPhone, its top-tier hardware configuration and stunning operating system redefined the smartphone experience,” Xu Chi said, adding that he believes early users will use the upcoming smart glasses for both entertainment and work. “Through our collaboration with Google, we now possess both core advantages. This is a perfect match for augmented reality and artificial intelligence.”