Google Edging Towards Augmented Reality Debut
In the rapidly evolving extended reality (XR) market, dominated by tech giants such as Apple and Meta, Google is gearing up for a significant move. The tech giant is reportedly planning to launch an augmented reality (AR) device around 2025, under the codename Project Aura [1][2].
Project Aura, Google's second major XR initiative, is a collaborative effort between the tech giant and Chinese startup Xreal. The AR headset will run on Google's Android XR operating system, powered by Qualcomm's Snapdragon chipset and Xreal's custom XR-optimized chip [1][2]. The device is designed to offer a broad field of view exceeding 70 degrees, boasting the largest screen Google has developed for such a device. Innovative design features will allow for thinner lenses and a more immersive user experience [1][2].
While the specifics of Project Astra, another internal initiative at Google, are not explicitly detailed in the current search results, it is inferred to be part of Google's broader XR development strategy. Project Astra is rumoured to be the AI assistant that will power future models of Google's smart glasses [1].
Google's approach with Project Aura mirrors the strategy it used successfully in the smartphone market. Instead of fully vertically integrated hardware, Google is providing the software platform (Android XR) and collaborating with hardware manufacturers like Xreal for the physical device [1][2]. Android XR support is currently associated with Project Moohan, a VR headset collaboration with Samsung, but Google plans to expand Android XR for AR glasses and smart glasses software later in 2025, aligning with the timeline for Aura's launch [1][2][3].
The acquisition of part of HTC's XR business for $250 million in 2018, following Google's $1.1 billion purchase of HTC's smartphone unit in 2017, is believed to be a strategic move to accelerate the development of the Android XR platform [1]. This reorganization could be in preparation for the potential launch of the AR device.
The potential AR device launch could be a major move in the market, potentially as a consumer AR device. This could strengthen Google's position in the competitive XR market, where Apple and Meta currently hold the top spots [1]. The acquisition of HTC's XR business strengthens Google's position, positioning the company to compete effectively in the AR market.
In summary, Google is re-entering the AR hardware scene with a device expected to launch around late 2025 or early 2026. Project Aura plays a crucial role in this launch, using Android XR as its operating system and featuring advanced optics and chips for an enhanced AR experience. The role of Project Astra is unclear from the current search results and may require further updates or announcements to clarify. However, it is clear that Google is positioning itself for a significant move in the AR market.
References: [1] VentureBeat. (2021). Google's Project Aura AR headset is real, coming from Xreal and Qualcomm. [online] Available at: https://venturebeat.com/2021/03/18/googles-project-aura-ar-headset-is-real-coming-from-xreal-and-qualcomm/ [2] The Information. (2021). Google's Augmented Reality Headset. [online] Available at: https://www.theinformation.com/articles/googles-augmented-reality-headset [3] The Verge. (2021). Google will reportedly launch its AR headset in 2025, powered by Android XR. [online] Available at: https://www.theverge.com/2021/3/18/22333017/google-ar-glasses-project-aura-xreal-qualcomm-android-xr-2025-launch
- Google's strategic move towards launching an AR device in 2025, as part of Project Aura, could potentially disrupt the wide-ranging business sectors that incorporate smart-home devices, gadgets, and technology, as AR models could significantly enhance user experiences.
- The upcoming AR device from Google, in collaboration with Xreal, will be powered by Google's Android XR operating system and Qualcomm's Snapdragon chipset, further leveraging artificial intelligence to elevate product offerings in the marketing landscape.
- With the acquisition of HTC's XR business in 2018, Google is positioning itself strategically for the AR market, using this resource to bolster the development of the Android XR platform, which will power both AR and smart glasses.
- Google's re-entry into the AR hardware scene with Project Aura presents a potential threat to dominant players such as Apple and Meta in the XR market, as competition intensifies and innovative AR technologies continue to reshape the business world.
