There have been a few times in more recent tech history where Apple’s entrance into a product category has the effect of legitimizing it. We saw this with the iPad and tablets, the Apple Watch and wearables, and AirPods and “hearables” (ugh). But it’s not often we see this happening the other way around.

Google has recently announced its re-entry into the Augmented Realty(AR) space with Android XR. Android XR is a new Android OS variant that is designed for spatial computing. It allows Android developers to leverage their existing skill sets to build spatial apps. Compatable Google Play Store apps will automatically be made available on Android XR devices. It is unknown if Google will provide developers a way to opt of or XR support the same way Apple does on VisionOS. An advantage Android has traditionally had over iOS is that Android apps are generally more easily adapted to other screen sizes and form factors, so perhaps there will be less of a need to opt out.

The initial Android XR device, codenamed “Project Moohan”, is a headset with a design similar to the Vision Pro. Developed in a collaborative effort between Samsung, Qualcomm, and Google, this headset is anticipated to be released sometime in 2025. While pricing details are still pending, I anticipate it closer to the Vision Pro’s pricing vs. the more affordable Meta Quest.

Google’s History With AR

Both Google and Apple have been researching both Augmented and Virtual Reality for years. However, Google has actually released products along the way as they’ve been trying determine where market acceptance will land for these technologies.

Google Cardboard, which I sadly never tried, gave users an inexpensive way to experience mobile VR using cheap materials and the phone they already owned.

Google Glass remains the company’s most prominent entry to date into wearable computing. Google Glass would end up societally rejected and later cancelled by Google altogether, but it was an ambitious look into what a truly wearable computer might look like. Who knows, in a few years we may look back on Glass as less of a joke and more of a product that was way ahead of its time.

Google seems to be taking the right approach

We only have the information in Google’s announcement to go off of, but what’s there looks pretty encouraging. AI (via Gemini) and spatial computing are emphasized, which means Google views Android XR devices being used for more than just playing VR games and watching immersive video.

I’m most excited about the Gemini experience that’s being shown in Google’s demo video. The idea of an intelligent agent that is aware of what you’re seeing and can provide helpful insights and actions is incredibly appealing. Its an experience that fulfills one of the inherent promises of spatial computing. Meta offers something comparable today with Meta AI on its Quest headsets, but with full Gemini access, I would anticipate Android XR headsets to provide a much better experience.

This is a great example of how competition from both Google and Meta will drive Apple to continue to improve visionOS and more deeply integrate it with Siri (and perhaps other AI chatbots). Soon, this type of experience will be table stakes for AR devices, and we’ll all benefit as a result.

Android XR will, of course, support immersive video and VR games, but they don’t seem to be the focus. In a way, this validates the approach Apple has taken with Vision Pro. They want these headsets to be general purpose computers; tools for making your life easier and for getting work done. Occulus/Meta being the market leader in this space has led to the perception that an AR headset is only good for playing games and watching video. Whatever actually becomes the Next Big Thing has to be way more than that.

What Does This Mean for Meta ?

Meta has a previously stated goal of being the “Android” of the Mixed Reality market. So what does it mean when real Android shows up on headsets? Android XR headsets will wield Google’s biggest advantage with mainstream Android, Google Play Services. Play Services, a software layer between Android and applications, offers various services to developers, particularly enabling apps to access functionality such as location services, push notifications, and Google sign-in. Notably, many banking and other security conscious apps rely on Play Services to ensure that a device hasn’t been rooted. The absence of Play Services on Horizon OS poses a substantial challenge in porting the average Android app to Quest headsets. This ensure Android XR devices will have a broad and robust application library available from day one.

Meta certainly has the early mover advantage against both Apple and Google, and clearly doesn’t mind losing billions of dollars a year to establish a beachhead in this next frontier of personal computing. But it faces a steep uphill battle in developing an app ecosystem outside of gaming, especially if Google’s version of Android proves to be any where near as desirable in the headset market as it is in mobile.