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As we closely follow industry news and the latest developments in the XR (Extended Reality) world, the momentum is impossible to miss. Beyond the impressive sales figures and glowing market projections, what’s even more telling is how major players in the XR ecosystem are investing and innovating at breakneck speed. The moves from tech giants like Meta, Google, Qualcomm and Apple and news of partnerships and strategic acquisitions all signal that this is the moment to jump aboard.
The opportunities to create thriving businesses and generate revenue through XR applications have never been more apparent. For those seeking more concrete evidence to be convinced, we highlight in this blog post key developments and proof points for why you need to look into XR opportunities now.
Apple sold around 370,000 Vision Pro units in the first three quarters of 2023, and Q3 saw a 211% increase compared to its launch quarter - an impressive feat given its premium price. According to Counterpoint, Apple also captured 9% of the AR/VR market, outperforming expectations for a device that costs over 7 times the price of Meta Quest models.
Smart glasses are also on the rise, with Ray-Ban Meta Glasses powered by Qualcomm selling over 1 million units in 2024. These glasses give users hands-free access to AI assistants, social connections, and key digital functions such as capturing high-resolution photos and videos without needing a phone. Their stylish design fits easily into daily life, making them a hit among users.
While Ray-Ban Meta Glasses revolutionized AI-powered, display-less wearables, the XR industry still dreams of true AR glasses - blending large holographic displays and personalized AI into comfortable, all-day wearables.
In answer to this, in Fall 2024, Meta introduced Meta Orion. These are the first true Augmented Reality glasses that feature Micro LED projectors inside the frame that beam graphics in front of your eyes via waveguides in the lenses. Early testers have praised the glasses for their comfortable fit, lightweight design, and an innovative neural wristband that enables intuitive control without obvious gestures. Reviewers note that while the experience is impressive, further refinement in thickness and battery efficiency will be key for mass adoption. Industry rumors suggest a consumer release in 2027.
Tech giants like Meta, Google, Qualcomm, Apple, and Samsung are leveraging partnerships, acquisitions, and advanced AI integration to gain a competitive edge.
At the end of 2024, Google launched Android XR, setting a game-changing foundation for an open and scalable XR ecosystem. Its seamless integration with Gemini AI - Google’s powerful multimodal AI system capable of processing text, images, and voice inputs - elevates user interactions beyond traditional XR experiences and brings huge differentiation. This integration marks a pivotal moment in the convergence of XR and AI. The synergy is now more evident than ever, with AI emerging as a powerful UI tool that enables real-time understanding and natural interactions, paving the way for more intuitive user experiences on XR devices
With the acquisition of part of HTC Vive’s engineering team for $250M, Google is driving the advancement of Android XR. The collaboration combines HTC's expertise in immersive hardware with Google's platform development, aiming to accelerate XR innovation in both hardware and software solutions.
Meanwhile, Samsung is gearing up with its 2025 launch of Project Moohan to compete with Meta Quest and Apple Vision Pro. Samsung’s XR headset developed in partnership with Google is the first to run Android XR and is powered by Qualcomm’s premium Snapdragon XR2+ Gen 2 chipset. Designed to be a central hub, Moohan connects effortlessly with Samsung smartphones and smart home devices, facilitating natural transitions between virtual and physical interactions.
Noteworthily, Meta's cumulative investment in virtual and augmented reality (VR/AR) technologies is projected to surpass $100 billion in 2025. In 2024 alone, the company invested a record $19.9 billion in its Reality Labs division, which is responsible for products like the Ray-Ban Meta smart glasses and Quest VR headsets.
In other news, Samsung, Qualcomm and Apple are ramping up hiring for XR specialists, signaling rapid ecosystem growth. After two years of limited "XR" or "Metaverse" job openings, the surge in listings, particularly in the U.S., highlights a shift toward long-term XR investment.
Apple’s Vision Products Group (VPG) is actively hiring to develop immersive sports content, suggesting sports as a core focus for its spatial computing strategy. The VPG’s creation, diverging from Apple’s traditional structure, indicates that the company sees spatial computing as a significant new product category requiring dedicated focus and resources.
Live sports provide the perfect combination of fan engagement and live action - an ideal match for XR’s immersive capabilities. Fans will be enjoying alternate camera angles, real-time spatial stats, and interactive environments from the comfort of their homes.
Apple’s strategic focus on sports strongly points to a new future of fan interaction and the popularization of XR applications. Its $2.5 billion, 10-year broadcasting deal with Major League Soccer (MLS) integrates the immersive MLS Season Pass directly into the Vision Pro experience, offering fans 8K visuals, 180-degree views, and Spatial Audio. Partnerships with the NBA, MLB, and Red Bull further show how sports content is being optimized for XR environments.
The consumer data also backs this up. Surveys from Deloitte revealed that 59% of Gen Z and 65% of Millennial sports fans would pay to watch a sporting event in VR from a premium seat in the stadium. Even more compelling, 62% of Gen Z and 66% of Millennials said they would pay to experience a sporting event in real-time from an athlete’s point of view. These numbers highlight the growing consumer appetite for immersive experiences—and sports are leading the charge.
Pioneering the integration of XR in sports, Qualcomm partnered with HBS and Accedo to launch the XR Sports Alliance, a collaborative initiative designed to transform the sports industry through immersive technologies. The alliance has introduced its inaugural cohort at CES, featuring key players from sports rights owners (E1 Series), telecom operators (Deutsche Telekom), OEMs (XREAL), and tech providers (Ateme, Skyrim.ai). Through fostering cross-industry collaboration, accelerating development, and decreasing time-to-market, this cohort aims to create scalable frameworks for XR experimentation and lay the foundation for sustainable commercial models, with expansion plans set for Q2/Q3 2025.
With Apple, Google, Samsung, and Qualcomm committing resources, and major sports organizations leaning into XR to enhance fan engagement, the ecosystem is evolving fast and the window for early movers is wide open.
Businesses across media, tech, and sports should begin exploring strategic partnerships, pilot projects, and content production tailored for immersive services. The cost of waiting is high - as the market matures, those who establish themselves early will reap the rewards. The question isn’t whether XR will transform industries like sports - it’s whether you’ll be part of that transformation.
The time to act is now.
From March 3-6, Accedo will attend Mobile World Congress 2025 in Barcelona, joining Ericsson at Hall 2, stand 2O60. We will showcase our innovative XR demos for media & entertainment, ready to help you explore the potential of immersive video streaming. Drop by and talk to us!
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