Samsung is strategically building an ecosystem-centric approach to XR, exemplified by projects like Moohan, which aim to connect various devices and platforms for a seamless experience, potentially positioning Samsung as a leader in the middle ground of XR adoption.

This XR ecosystem includes high-end mixed-reality headsets for professionals and lightweight AR glasses for everyday users, emphasizing compatibility and integration with existing Samsung devices.

Samsung's upcoming smart glasses will focus on audio, camera, and voice features similar to Meta's Ray-Ban, while another model developed with Google, under the project name Haean, will offer a full visual overlay for lightweight, phone-connected experiences.

Leveraging vertical integration—producing displays, semiconductors, and sensors—Samsung aims to make XR technology more affordable and intuitive, facilitating a shift from niche headsets to daily AR use, akin to the smartphone revolution.

Samsung’s partnership with Google leverages Android’s open ecosystem to reduce costs, accelerate scaling, and foster cross-platform app development, which could boost enterprise adoption and help bridge the gap with competitors like Apple and Meta.

Samsung is preparing for a significant return to XR with the launch of its mixed-reality headset Galaxy XR before the end of 2025, along with two AR glasses models planned for 2026, signaling a long-term strategic investment in XR technology.

The company's focus on comfort, compatibility, and integration with familiar tasks such as listening to music, taking photos, and making calls aims to make XR a natural extension of daily life rather than a niche technology.