Samsung is preparing to re-enter the immersive tech space this month, with reports pointing to an October 22 launch of its first Android-powered XR headset, Project Moohan, in South Korea.
Pre-orders are expected to open a week earlier on October 15.
The headset has been developed in partnership with Google and Qualcomm, and marks Samsung’s most significant push into extended reality since its early Gear VR experiments.
While key specifications remain under wraps, the company is positioning Moohan as a more affordable alternative to Apple’s Vision Pro.
Apple’s device, which went on sale in the United States at US$3,500 (A$5,300), has made headlines but struggled to break into the mainstream.
Industry estimates suggest it captured only a small fraction of the XR market in its first year. At around 600 grams, it has also faced criticism for its weight and limited app ecosystem.
Samsung is trying to achieve what Apple couldn’t
Samsung is expected to undercut that price. Korean reports have speculated a local retail figure between KRW 2.5 million and 4 million, equivalent to roughly US$1,800 – US$2,850 ($2,750 – $4,300).
That would still put Moohan firmly in the premium tier, but more accessible than Apple’s offering.
It is rumoured the headset will be powered by Qualcomm’s Snapdragon XR2+ Gen 2 processor and will be built on the new Android XR platform.
Deeper integration with Google’s services could make the experience more seamless for existing Android and Galaxy users, with the potential to bring mixed reality out of the early-adopter niche.
The timing is also strategic.
Launching in late October gives Samsung an opportunity to push its new device into the holiday sales period. Analysts note that success will depend less on hardware and more on whether developers and entertainment companies back the platform with compelling content.
If Samsung can combine lower pricing, lighter design and smooth integration with its existing ecosystem, Project Moohan could be the device that finally pushes XR closer to mainstream adoption.