Apple Delays AI Smart Glasses Launch... Samsung Raises Stakes Against Meta's Dominance

Apple Postpones Smart Glasses Launch to Late Next Year

Samsung Electronics and Google Aim for First-Mover Advantage with Release in Second Half of This Year

Samsung-Google Alliance Expected to Challenge Meta's Dominance as Strong Second Play

As Apple has postponed the unveiling of its first artificial intelligence (AI) smart glasses until after the end of next year, Samsung Electronics is gaining momentum in its pursuit to break Meta's dominance. Attention is focused on how much of Meta's current market share—over 80%—Samsung Electronics, in partnership with Google, can capture.

Samsung Electronics and Google unveiled the 'AI Glasses' at the annual developer event 'Google I/O 2026,' held last month at Google's headquarters in Mountain View, California. The designs are by Gentle Monster (left) and Warby Parker. Provided by Samsung Electronics.

According to Bloomberg and other sources on June 2, Apple has delayed the launch of its AI smart glasses (code-named 'N50'), initially scheduled for the end of this year, to late next year. The company determined that the development of visual AI features in its core operating platforms, 'Siri 2.0' and 'Apple Intelligence,' is not yet sufficiently advanced. As a result, actual sales may only be possible after 2028.

This situation is favorable for Samsung Electronics, which plans to release AI smart glasses in the second half of this year. As Apple—expected to be its biggest competitor in chasing Meta—has stepped back, Samsung Electronics now has a chance to take the lead in the market. Last month, the company unveiled two physical models of Android extended reality (XR)-based AI smart glasses for the first time at the annual developer event 'Google I/O 2026,' held at Google's headquarters in the United States. Through design collaborations with global eyewear brands Gentle Monster and Warby Parker, Samsung Electronics has combined sophisticated aesthetics with everyday comfort.

In particular, the glasses are designed to allow users to enjoy advanced AI experiences in daily life without pulling out their smartphones. With built-in speakers, cameras, and microphones, users can summon Gemini for navigation to their destination, receive cafe recommendations nearby, or place drink orders—all using voice commands. Features also include real-time voice translation that reflects the tone of the conversation partner, as well as the ability to translate and read aloud text seen on menus or signs.

Having resolved past issues with heavy and quickly-depleting batteries, the smart glasses market has now become a battleground for big tech companies, especially as generative AI technology is added. According to market research firm Omdia, global shipments of AI smart glasses reached 8.7 million units last year—a 322% surge year-on-year. Of these, Meta accounted for 7.41 million units, or 85.2%. Chinese companies such as Xiaomi hold the second and third positions, with their combined market share at around 10%. This highlights how strong Meta's dominance is.

Market forecasts suggest that shipments of AI smart glasses could exceed 20 million units this year and reach up to 75 million units by 2030. Against this backdrop, products that combine Samsung Electronics' hardware with Google's Android AI ecosystem are considered to have significant disruptive power. Smart Analytics Global (SAG) predicts that this market will grow more than fourfold this year, and that the Samsung Electronics-Google alliance will emerge as a strong second place, closing in on Meta.

Meanwhile, Meta is also redoubling its efforts to maintain leadership. On May 25, it officially launched the 'Ray-Ban Meta' and 'Oakley Meta,' developed in collaboration with global eyewear company EssilorLuxottica, in South Korea.

This content was produced with the assistance of AI translation services.