Samsung is set to introduce its new extended reality (XR) headset, Project Moohan, on September 29, 2023. This launch comes at a time when the XR market remains relatively niche, and unlike Apple’s Vision Pro, Samsung’s approach is grounded in more realistic sales expectations.
Initial reports suggest that Samsung plans to release only 100,000 units of the Project Moohan headset. This number stands in stark contrast to upcoming devices like the Galaxy G Fold, which will see a launch of around 200,000 units.
Such a decision reflects Samsung’s understanding of the current XR market dynamics. The anticipated price point for Project Moohan is expected to be high; while it may not reach the $3,499 price tag of the Vision Pro, it will likely be more expensive than Meta’s Quest 3.
Apple previously had high ambitions for its Vision Pro, projecting sales of one million units by the end of 2024. However, current estimates suggest that only about half a million units will sell by mid-2025, as enterprise interest and overall consumer demand have not met expectations.
Learning from this, Samsung has adjusted its projections for Project Moohan in a more pragmatic manner. Despite its limited initial launch in South Korea, Project Moohan holds promise, especially if Samsung can offer a competitive experience at a lower cost than the Vision Pro.
Critical to its success will be support for popular VR games, a feature that Apple has been criticized for omitting in its headset. Looking ahead, as production costs decrease, it’s plausible that more affordable iterations of Project Moohan will be introduced.
Nevertheless, how well it competes against the augmented reality glasses being developed by Meta and Apple in the future remains uncertain.