Hardware

Big Tech is pouring billions of dollars into what?!

By
Johnny Reid
Apr 17, 2022

MR & AR are set to revolutionize computing, and every big tech player wants a piece. It’s one of the top current investments for FAANG. Enterprise appears to be the current target, but as the technology evolves, the consumer will be the end target. 

2022 Update On Mixed Reality Headset Devices

Google Secretly Developing Mixed Reality HMD…

Well well… just about everyone thought Alphabet was giving up on Google Glass. They are, in a sense. After a “failed” Google Glass experiment for enterprise, they had to completely restructure their AR & MR development plans. 

In June of 2020, Google acquired North, a consumer facing AR smart glasses company. Since then we have heard very little about what they have been up to, until now…

Leaks from credible sources report they have established a secret division called Google Labs, which is dedicated to the development of new AR/MR/VR products, operating systems, and other metaverse developments. Rumors point to Clay Bavor as the leader of this 300 worker strong team.

Some of Bavor’s previous projects set to launch in the coming years include ARCore, Google Lens, and Project Starline. Interesting details recently revealed Project Starline is a high-resolution video call booth that uses 3D display technology and sensors to project the person you are speaking with directly in front of you in physical space.

Their mixed reality head mounted display has leaked under the title of Project Iris. Google is targeting a 2024 launch date. Sources say the current prototypes are eerily similar to a pair of ski goggles. Apple is announcing their mixed reality HMD soon, and renderings show similar design concepts.

Mixed Reality Competition Is Heating Up

It looks like everyone is a little jealous of Microsoft’s pure DOMINANCE of the mixed reality market with their Hololens 2. Funny how articles in the past few weeks have reported that the Hololens 3 was “dead”--which were then quickly squashed…it looks like the competition in this market is about to heat up.

We will be seeing quite a few new MR headsets announced and released in late 2022-2025. The ones we are most excited about are Microsoft’s Hololens 3, Apple “Glass-Lens-Sight-???”, Magic Leap 2, and Google’s Project Iris.

The first mountain to be conquered in the mixed reality space resides at the enterprise level–where Microsoft currently has the majority market share. Over half of fortune 500 companies have purchased Hololens 2 units, and it outperforms every mixed reality HMD currently on the market. 

A study of 3000 leading enterprises across the globe reports that 49% have already adopted mixed reality, with 19% planning to adopt in the near future. No wonder we are seeing Apple and Google get into the mix with their next headsets mimicking the Hololens 2.

2022 & Beyond

MR & AR are set to revolutionize computing, and every big tech player wants a piece. It’s one of the top current investments for FAANG. Enterprise appears to be the current target, but as the technology evolves, the consumer will be the end target. 

“Microsoft’s acquisition of Activision for $68.7B was really a play to acquire their 3D modeling assets and capabilities for use in the mixed reality metaverse.”
- Johnny Reid, Lead Optimization Envisioneer at goHere®

We envision a realistic consumer adoption timeline of mixed reality devices around 2024-2025–depending on how R&D production timelines go. For now, we are watching intently to see every manufacturer’s next move.