On December 15th, Google launched the Android XR operating system, which continues to attract market attention and provides users with a natural interaction method. Moreover, this product is jointly developed by Google and Samsung, and it seems that the XR market is about to experience a resurgence.
Since the beginning of this year, AI has become a hot topic among people, and virtual reality has gone unnoticed. However, various "big companies" are still taking action. From the perspective of the industry, the form of virtual reality products is still being explored, and in the fierce "car race", no one has truly gained the upper hand.
Double attack on apples
It is reported that Android XR is jointly developed by Google and Samsung, with Samsung providing the hardware. Google stated that the Android XR, developed in collaboration with Samsung, integrates years of investment in AI, AR, and VR, and will bring stronger experiences to devices such as headsets and smart glasses.
Since Apple launched the Vision Pro in June last year, the XR market has been quiet for a period of time. Now, Samsung and Google not only bring new trends to the market, but also have a bit of a pincer attack on Apple.
Compared to Apple Vision Pro, Google's Android XR excels in compatibility, as the Android ecosystem is larger than the iOS ecosystem. Google's Android XR is compatible with existing flat Android applications, including Google's own Chrome browser, Gmail mailbox, and Drive cloud drive. These essential daily applications have been spatialized through updates.
In terms of AI, Android XR also seems to have a latecomer advantage, as its built-in AI assistant Gemini will compete with Apple Siri. Based on the currently available information, Gemini 2.0 has doubled its performance compared to the previous generation and may outperform Siri in terms of response speed, although this will be revealed after the product is officially released.
It can be confirmed that Gemini 2.0 is more in line with the habits of the AI era, with its input and output supporting various forms such as images, videos, and audios. Siri mainly focuses on voice and text interaction, while Gemini fully utilizes Google's soil to directly call Google search, code execution and other tools, providing more convenience for developers and users.
However, some market voices also suggest that whether Google can compete with Apple remains to be further observed. After all, Google had already launched its over the head display device Daydream View in 2016 and upgraded it to the mobile device Google Daydream View in 2017, but it did not make much of a splash, and the Vision Pro left a deeper impression on people.
The problem remains
After Vision Pro, not only Google has set its sights on the XR cake, but Sony has also made some moves this year. The Sony XR all-in-one machine, which made its debut at CES, aims to become a tool product "specially designed for professionals engaged in 3D design work". Sony is more focused on productivity needs, and this product is equipped with an operating ring and an operating handle, indicating a higher pursuit of precision.
In addition, in terms of application scenarios, Sony has also taken a different approach. It has jointly developed an entertainment car with Yamaha Motors, named MR Cruise, which can superimpose CG images onto the surrounding environment displayed on the in car display screen, turning the car window into an entertainment space. At present, it has been applied in golf courses, botanical gardens, and shopping malls, and may also be adapted to various environments such as taxis and trains in the future.
The once popular concept of virtual reality gradually emerged in 2023 after the capital boom faded in 2022, and was eventually overshadowed by AI this year. However, various brands have not given up on this path and have taken action, but whether investment can bring returns is still a sharp question.
From the perspective of the global market, according to statistics from Weishen Information, global VR sales in the second quarter of 2024 decreased by 6% year-on-year, AR sales were approximately 108000 units, unchanged from the same period last year.
From the perspective of the domestic market, the total sales of XR in the third quarter of 2024 were 108000 units, a decrease of 35% compared to the previous quarter. The sales volume of consumer grade VR devices was only 46000 units, while the sales volume of consumer grade AR devices reached 62000 units this quarter, surpassing the sales volume of the VR market for the first time, but also facing challenges, with sales declining by 13% month on month. Although many institutions advocate for the future of the XR market, the results of consumers voting with their feet are not ideal.
And behind virtual reality products, there is also a hidden trend of "downgrading", taking down the title of "high-end image". Renowned brands like Pico have their basic product, Pico Neo3 Basic Edition, priced at only 1499 yuan. HTC has been quiet on mobile phones for a long time, but it has also launched its headset product, HTC VIVE.
Looking at products on the market priced under 2000 yuan, some offer Steam VR streaming, while others offer 800 inch large screens and ultra clear LED screens, targeting consumers' viewing needs.
Industry observer Major General Ding analyzed to Beijing Business Daily reporters that the launch of Vision Pro has brought "highlights" to Apple itself, but its driving effect on the entire virtual reality market is very limited. After its official launch in February this year, some people still chose overseas purchasing in May, which caused a shortage of supply for a while. By the second half of the year, there was no movement, and Apple will launch a successor model in 2025, which has now received little attention.
At present, Apple seems to have no intention of launching a "universal version". This successor model will be equipped with the latest M5 chip, which has improved performance and introduced Apple AI. However, the appearance design will be basically the same as the previous generation, and the price will also be on par with the previous one.
According to expert opinions, VR devices still focus on entertainment, with relatively limited functions, and the problem of missing content is difficult to solve. Even without considering brand competition and beggar thy neighbor factors, in terms of cost alone, VR content requires higher development costs, and the scale of its content industry is still relatively small.
From the current mainstream consumer feedback, even products like Vision Pro have a "trial run" meaning, which is to first push out and see consumer feedback, and then improve the product through iteration. For example, Apple's MR is still too heavy and uncomfortable to wear for a long time. Moreover, in terms of battery life, Apple MR cannot do without an external battery, which appears somewhat cumbersome.
Major General Ding believes that the current solution still needs to start from the product form. For example, AR is relatively lightweight compared to VR. Although its entertainment functions are not as good as VR, it is not inferior to VR in office settings. Moreover, its price is relatively affordable, which helps promote product sales. After all, after all, how to expand the market is still the primary issue for virtual reality devices.