Google and Magic Leap Unite to Stir Up AR/XR Competition in the Metaverse
Summary:
Google and Magic Leap have announced a strategic partnership aimed at developing extended reality technologies. This surprising alliance could potentially upstage industry leaders such as Apple and Meta in the metaverse market. Despite no specific products being revealed, the partnership could pave the way for a new AR/XR headset. The collaboration also raises questions about Google's intentions, given its recent reduction in AR/XR teams.
In a surprising move, tech giant Google has recently joined forces with Magic Leap in what's been billed as a comprehensive strategic partnership for the development of up-and-coming extended reality technologies. The union might seem unexpected since Google has recently scaled back its investment in augmented and extended reality (AR/XR) divisions, and Magic Leap is notorious for one of the most substantial disappointments in the industry. However, this new partnership might stir up the competition against Apple and Meta over metaverse appliances and experiences, possibly sparking growth for the metaverse as a whole. The collaboration will showcase the advancements of Magic Leap in optical technology, accentuated by Google's robust infrastructure, as conveyed by Magic Leap's Chief Technology Officer, Julie Larson-Green. No specific products or prospective services were disclosed in the press release, but the partnership hints at a possible new AR/XR headset that could bring stiff competition to current industry leaders Apple and Meta. Notwithstanding, it remains uncertain what Google stands to gain from the alliance. Google's capacity to create customized hardware is well-documented in their wide suite of in-house products, such as the famed Pixel smartphones and highly-rated smart speakers. However, when it comes to AR/XR goggles and headsets, both Google and Magic Leap's standalone endeavors - Google Glass and Magic Leap headsets – are primarily remembered for their failures. It's speculated that Magic Leap may hold a sought-after patent or procedure that Google desires, or it could simply be that Google wishes to steer clear from setting up a new AR/XR team while attempting to stay in line with its primary rivals following the job cuts earlier this year.
Published At
6/1/2024 11:18:37 PM
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