Google Resumes XR Ambitions with OS Development Focus

In a major shift, Google is once again focusing on the burgeoning cross-reality (XR) market by offering its operating system (OS) for free. This move comes as the company looks to revitalize its position in the XR sector, which merges both augmented and virtual reality. The free OS offering will initially be integrated into devices from major players such as South Korea’s Samsung Electronics and several emerging companies in China. With its new approach, Google aims to provide a robust foundation for app developers to build on, hoping to lead the way in creating an open XR ecosystem.

Historically, Google made an early push into XR hardware, but its efforts fizzled out with limited sales and a retreat from the market. This time, the tech giant is focused on a more strategic path—becoming a key OS provider, while letting hardware manufacturers handle the devices. The move comes at a time when XR technologies are seeing increasing interest, driven in part by the rise of generative AI tools like ChatGPT and MidJourney, which have also spurred the development of new applications in the space. Google plans to roll out its “Android XR” by the end of 2024, in a bid to set the stage for a more immersive digital experience.

What Undercode Says:

Google’s re-entry into the XR space marks a significant shift in strategy, especially when considering the company’s history with the technology. Despite an early attempt with the Google Glass and other wearables, the market did not warm to these products. This time, however, by focusing on the operating system, Google is betting on becoming an infrastructure provider in the XR ecosystem, rather than trying to own the hardware market. This approach mirrors the company’s successful strategy in mobile, where Android has become the backbone of the global smartphone market.

In many ways, this makes sense: Google is looking to leverage its experience in OS development, which has proven successful with Android, to cater to the diverse and expanding XR ecosystem. By enabling third-party manufacturers to create their own XR devices using the “Android XR” OS, the company is likely to avoid the financial risk and manufacturing challenges it faced with hardware-focused efforts like Google Glass. This also opens the door for a more extensive range of XR devices at various price points, allowing for broader adoption.

Furthermore, Google’s involvement in AI and machine learning technologies could play a key role in enhancing the capabilities of XR devices. The company’s vast resources in AI-driven applications could be leveraged to improve the XR experience, making it more interactive, intelligent, and user-centric. This could also lead to the creation of new types of applications that blend physical and virtual worlds seamlessly, something that the competition, particularly Apple, has yet to fully deliver.

However, there are challenges ahead. The XR market is still in its infancy, and widespread adoption will depend not only on the quality of the OS but also on how compelling the content is. Developers will need incentives to create engaging experiences, and Google will need to ensure that its platform offers the best tools for them to succeed. Competition from Apple, which is expected to release its own XR headset and OS, will also be fierce. While Apple’s ecosystem is known for its seamless integration, Google’s open-source approach may attract more innovation from the developer community.

Fact Checker Results:

✅ Google’s XR Push: Google is indeed refocusing on the XR space, with a renewed strategy centered around OS development.
✅ Android XR: Google has announced that “Android XR” will be available by the end of 2024 for trial.
❌ Past Failures: Previous efforts like Google Glass were not commercially successful but were a foundational learning experience for Google in the XR sector.

Prediction:

As the XR market continues to evolve, Google’s shift towards being an OS provider could pay off if it successfully builds a strong developer ecosystem. By 2025, we could see the launch of multiple affordable XR devices powered by Android XR, which may help to lower the entry barriers for consumers. However, Google’s success will depend largely on how quickly developers embrace the platform and whether it can differentiate itself from Apple’s upcoming XR solutions.