Google Partners with AR Headset Company...Is It Returning to the Smart Glasses Market?

Strategic Technology Partnership with 'Magic Leap'
Google Glass Launched in 2013 but Soon Discontinued
Recent Signs of Return to Consumer Glass Market Confirmed

Big tech giant Google is showing signs of returning to the consumer smart glasses market.

On the 30th (local time), major foreign media reported that Google has formed a strategic technology partnership with the U.S. augmented reality (AR) headset manufacturer Magic Leap.

[Image source=AFP Yonhap News]

Magic Leap stated on its blog that "through this partnership, we will combine our expertise in optics and device manufacturing with Google's technology platform." Founded in 2010, Magic Leap is known to receive investments from Google as well as its major shareholder, the Saudi Public Investment Fund (PIF).

Earlier, Julie Larson-Green, Magic Leap's Chief Technology Officer (CTO), said in an interview with major foreign media, "We have released several versions of AR devices so far, and Google has a long history of platforms," adding, "By combining our expertise with Google's, we can achieve more."

Major foreign media interpreted this announcement as a signal that Google plans to re-enter the AR and VR (virtual reality) market, which it had mostly ceded to Meta Platforms and Apple until now. Meta has already introduced the VR headset 'Quest' to the market, and Apple launched the mixed reality (MR) headset 'Vision Pro' last February.

Previously, Google released Google Glass aimed at general consumers in 2013, but production was halted after two years due to high prices and privacy concerns over the built-in camera. Since then, Google had only offered smart glasses products for enterprises, but recent signs suggest it is changing its mind and preparing to enter the consumer smart glasses market again.

Two years ago, at its annual developer conference, Google unveiled a prototype of smart glasses that translate foreign languages and display subtitles. At the annual developer conference held on the 14th, Google introduced the AI assistant 'Project Astra' and showed scenes of users wearing smart glasses and conversing with the AI assistant. Earlier last year, Google attracted market attention by announcing a collaboration with Samsung Electronics to develop extended reality (XR) technology.

Meanwhile, on the same day, Alphabet (Class A), Google's parent company, closed at $172.11 (approximately 237,477 KRW), down 2.15% from the previous session on the New York Stock Exchange.

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