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Apple may have a new answer to Samsung's unreleased Galaxy AI Glasses

Apple's next move could have major implications for Samsung.

By Polina Kovalakova

Published: Jul 09, 2026, 3:05 AM

Apple AR-VR

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A person with a white shirt wearing the Apple Vision Pro headset.

There may be no more Vision Pro attempts from Apple. | Image by PhoneArena

The Apple Vision Pro may have impressed many, but it didn't exactly become the commercial success Apple had hoped for. This might have been the reason for Apple's decision to develop a 'budget XR headset.' Now, a fresh report suggests these plans may be halted in favor of something far more exciting.

Goodbye, budget Vision Pro alternative

There may be no cheap alternative to the Vision Pro from Apple. | Image by PhoneArena

Following the poor sales of the expensive Vision Pro, which sits at $3,499, the Cupertino tech giant allegedly focused on developing an 'entry-level extended reality (XR) device.' However, a July 8 report (machine translated) indicates these XR headset ambitions may have been reconsidered.

Industry insiders from South Korea learned that Samsung Display has finalized an internal decision to completely terminate a project for Apple's XR device as early as September.

This project is known internally as "G-VR" and is associated with the production of glass substrate-based micro OLED displays for the rumored budget XR headset. Mass production was originally projected to begin after 2028, but the development is supposedly already being permanently stopped.

Should Apple focus on AI glasses?

Yes, the market needs an Apple-made product

20%

Yes, but only after improving Apple Intelligence

No, I'd rather get a more affordable XR headset

60%

I'd rather buy a Vision Pro 2, to be honest

20%

Apple should focus more on foldables

5 Votes

The next step

Smart glasses are on the rise. | Image by Counterpoint Research

While it's unclear whether Samsung Display's cancellation of the G-VR project is directly tied to Apple's abandonment of the budget XR device, such a decision would actually be logical.

As a Counterpoint Research report from March 2026 shows, global VR headset shipments declined by 44% year over year in Q4 2025. This indicates that the VR market is losing momentum worldwide.

Curiously enough, industry insiders claim Apple is already looking ahead, specifically to AI glasses. Of course, it has historically kept future hardware projects tightly under wraps, so it may be some time before the company's plans become clear.

And still, such a shift is definitely plausible when we look at the smart glasses market. Counterpoint Research has estimated that the global smart glasses shipments have grown by a staggering 139% year over year in the second half of 2025, with Meta currently controlling 82% of the market share.

A recipe for success

Suppose Apple is actually working on AI glasses. To ensure such a project succeeds, the company will have to focus on two key areas. Obviously, the first one is AI itself.

In my opinion, Apple Intelligence still isn't quite on the same level as Gemini, and the company will probably have to double down on its AI ambitions.

Secondly, the Vision Pro may have taught Apple an important lesson: even its most loyal fans have a limit when it comes to premium pricing. If Apple's rumored AI glasses are to become a commercial success, the company will likely need to keep the price within reach of a much broader audience.

I'm not convinced

If the price was right, the Vision Pro would have been a huge success. | Image by PhoneArena

At this stage, I still don't think Apple is ready to permanently walk away from VR. The Vision Pro was, after all, a great product despite its $3,499 price tag.

More importantly, I'm not convinced Apple is in the strongest position to compete in the AI world. Rivals like Google and Samsung have moved much faster, and Apple Intelligence still feels like it's playing catch-up. Unless the Cupertino tech giant significantly accelerates its AI efforts, Apple AI glasses could struggle to stand out.

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Polina Kovalakova, a News and Affiliate Content Writer, has nurtured a passion for mobile technology since the era before smartphones. With a history of exploring a variety of devices, her insights into the mobile world are both broad and nuanced. Polina's non-partisan view extends to appreciating nearly every smartphone brand, a reflection of her open-minded approach to technology. Polina is equally passionate about uncovering the best online deals, tirelessly working to ensure her readers snag top-tier tech at unbeatable prices.

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