Google announced that it will release XR (extended reality) smart glasses developed in collaboration with Samsung Electronics and Gentle Monster by the end of this year, attracting interest in their success. Google introduced 'Google Glass' in 2013 but experienced failure. The industry believes that Google's reattempt may only spark fleeting interest as the practicality of the smart glasses form factor has yet to be proven.
On the 20th (local time), Google held its annual developer conference 'I/O 2025' in Mountain View, California, and hinted at its re-entry into the smart glasses market. Google stated that it will unveil Android XR-based smart glasses featuring Samsung Electronics, Gentle Monster, and Warby Parker by the end of this year, with Samsung Electronics taking charge of the hardware manufacturing and Gentle Monster handling design.
In relaunching the smart glasses, Google has emphasized artificial intelligence (AI) features. With an AI assistant function, users can communicate by sending messages to acquaintances or scheduling appointments. It also includes functionalities for everyday use, such as requesting navigation and taking photos. For example, if a user requests, 'Find nearby restaurants,' while wearing the smart glasses, the AI will start providing directions based on Google Maps. In foreign countries, the AI translates conversations and displays them on the screen when communicating with locals. The price has not yet been disclosed; however, the expected price for a new product from competitor Meta is anticipated to be around 2 million won.
◇ Google Glass criticized for 'technological limitations and privacy invasion'
In 2013, Google introduced smart glasses called 'Google Glass,' but they were discontinued after two years as consumers turned away. The battery life of Google Glass was short, upload speeds were slow, and the camera quality and voice recognition features failed to meet expectations. The ability to secretly record conversations and take photos stirred controversy over privacy invasion, leading to the product's disappearance from the market.
Sergey Brin, Google's co-founder, explained at the conference the previous day that "at the time of Google Glass, there was a technological gap, and the price was unreasonable due to ignorance of the IT product supply chain." He added, "Now, thanks to the killer app known as the AI agent, functionality has improved significantly, and we have excellent partners, like Samsung Electronics, helping with the development."
The industry predicts that smart glasses will struggle to establish themselves as essential devices. In the current device market, laptops are replacing smartphones, while in the wearable market, products like watches are complementing smartphones. Watches have a low barrier for wearers of all ages, but glasses can be uncomfortable to wear frequently for those who are not accustomed to them due to their weight. Privacy invasion concerns raised in the past may also resurface. Some believe that smart glasses may only gain fleeting popularity among a niche audience.
Sundar Pichai, CEO of Google, noted, "In terms of XR (extended reality), glasses products are complex for various reasons, which is why we are collaborating with Samsung." He also stated, "In the case of glasses, people think of them as a fashion item, so they need to be designed in a way that the technology does not stand out."
◇ Annual smart glasses shipments reach 3 million units, only 3% of the watch market
Although smart glasses shipments are increasing, they still have a long way to go compared to smartwatches. Even though smartwatch shipments are declining, they are still around 100 million units annually. According to market research firm Counterpoint Research, global smart glasses shipments in 2024 are expected to reach approximately 3 million, a 210% increase from the previous year. This represents only 3% of smartwatch shipments.
Global big tech corporations are focusing on 'hands-free operating devices' and are collaborating with eyewear brands to develop smart glasses featuring AI capabilities. Meta has revealed a prototype of its XR smart glasses 'Oryon' in collaboration with sunglasses brand Ray-Ban. Apple, which faced setbacks with its XR headset 'Apple Vision Pro,' is also reportedly manufacturing customized chips for smart glasses.
An electronics industry insider stated, "Incorporating multiple functions into a small device will present numerous challenges, from weight to heat issues."