Apple's Vision Pro mixed reality headset launched amid much fanfare a few weeks ago. The company had unveiled this device last year. At $3,499, this is one of the more expensive headsets on the market, one that you'd only find the very enthusiastic of Apple fans forking up money for. Even many of those fans decided to return the headset after using it a couple of weeks once the Vision Pro's disappointments became apparent.
Recent reports have revealed that many Apple Vision Pro customers are returning their headsets within the two-week window in which the company accepts returns no questions asked. The fortnight was ample time for them to see if the headset could add to their lives, not take away from it. Those who are returning the device feel that it still has a long way to go before it can achieve the future that Apple has dreamed up for it.
Samsung confirmed last year that it's working on a new XR headset in collaboration with Qualcomm and Google. Samsung has a separate “Immersive Team” at its mobile division that's responsible for this device. It includes experts from various departments in Samsung Electronics, such as technology development, planning, and marketing. Little is known about the headset, but it's believed to be powered by the Qualcomm's Snapdragon XR2+ chipset.
There's a lot that Samsung can learn from the challenges that Apple is facing to get traction for its headset. The astronomical price tag aside, users have voiced reasonable concerns with the Apple Vision Pro that have made them return the device. Samsung can learn from the Vision Pro's shortcomings to create a better headset, one that addresses most of the issues that Apple will only get to rectify in the second-generation Vision Pro.
One of the biggest concerns that customers have about this product is the weight. Apple quotes 600-650 grams in technical specs for the headset. Strapping something weighing more than half a kilogram on your face for an extended period of time isn't going to be comfortable. Samsung should take special care in providing a more comfortable user experience. Users should be able to wear the headset for longer periods of time, as only periodic use of the device defeats the purpose.
Users have also complained about the ski-google, tunnel-vision effect caused by the estimated 100-degree horizontal field of view that the Vision Pro has. It's not as easy on the eyes as it could be and there are already other headsets, like Meta's Quest 3, that have a larger horizontal field of view for a more comfortable viewing experience with less strain on the eyes. Samsung would hopefully leverage its superior display technology to make this happen. Even Apple will need Samsung help to improve the displays on its next Vision Pro.
Apple wants people to integrate the Vision Pro into their workflow. However, many of the early adopters quickly found out that there's just not enough file support, available apps, and productivity features to make that happen. Even though the Vision Pro has launched with hundreds of native apps, there's still quite a gap and it will take time for developers to ramp up their efforts to support the headset. The Vision Pro doesn't even have an official YouTube app right now. Until widespread developer support is obtained, the Vision Pro isn't really useful for serious work.
That's one of the biggest challenges that Samsung will face for its headset as well. It needs to secure developer support so that there are more than enough productivity and entertainment apps, making it worthwhile for customers to not just buy the headset but to integrate it into their workflow. Samsung is collaborating with Google as well on its headset and that should improve things on the software front, one would imagine that at least an official YouTube app might be available at launch. This collaboration might also leverage Google's longstanding relationships with developers to bring more apps to Samsung's new headset.
As far as app support is concerned, any new headset will ultimately find itself being compared against Meta's Quest, which has been around for several years in the market and now has an extensive library for apps. Meta has nurtured developer relationships over the years for its headsets and since it's been around for a while, it currently posses the most comprehensive app libraries for mixed reality headsets.
Perhaps there might be an opening for Samsung to collaborate with Meta on its headset project as well. Meta CEO Mark Zuckerberg is expected to make his first visit to South Korea in over a decade next week. Reports suggest that he may meet with Samsung Electronics Chairman Lee Jae-yong.
Samsung and Meta have worked together on the Gear VR headset as well, so there's history there that can be leveraged for a brighter future. Zuckerberg has also publicly said that he loves Samsung's smartphones, and has often been photographed using Samsung's flagship phones, even during the company's own events.
Zuckerberg isn't a fan of the Vision Pro to begin with. He recently put Apple's headset on blast in perhaps the best user generated content we've seen from a CEO yet, highlighting all of the ways Meta's Quest 3 headset is better than the Vision Pro. It's possible that he may be open to synergies with other headset makers that help reduce the space available to the Vision Pro. Perhaps that's an opening Samsung should grasp, considering Meta's significant lead in software experiences for headsets.
Pricing is another crucial aspect for Samsung to consider. At $3,499, the Vision Pro is far from a mass-market device. It needs to be significantly more attainable for the device to become more than just an enthusiast love affair. While it's understandable that a first-generation, high-quality mixed reality headset is going to be on the more expensive side until the technology matures, an obscene price point should be avoided.
Samsung has a golden opportunity here to defeat the Apple Vision Pro on merits right out the gate. It's going to be a couple of years at the very least until Apple follows up with a second-generation variant. Until then, Samsung has a chance to capture hearts and minds with its headset, and position itself as a dominant name in the XR space, much like it has done in the foldable phone segment. Let's hope that's exactly how this plays out.
