As the topic of artificial intelligence (AI) glasses continues to heat up, a new wave of sales is expected to emerge, driven by recent launches of augmented reality (AR) glasses and mixed reality (MR) headsets from companies such as Meta, Google, and Samsung Electronics.
Alongside these players, Chinese brands are also stepping up their efforts. On October 15, 2025, Vivo unveiled its first MR headset. Although a release date has not been announced, the device is already available for consumer trials at 12 select stores in China.
Following Google's announcement of its Android XR platform, there has been widespread speculation that the first XR device jointly developed by Samsung, Google, and Qualcomm, the "Galaxy XR," will be unveiled on October 22, 2025.
Tech showcase over commercial rush
Vivo officially unveiled its first MR device on October 15, 2025. However, Vivo's initial MR offering focuses more on showcasing the company's technological capabilities rather than on immediate commercial availability. Details about the product specifications, components used, and new technologies remain largely undisclosed.
Hands-on experience with Vivo's device shows that the company has focused on ergonomics, optimizing weight, and wearing comfort. At just 398 grams, the device supports prescription lens inserts, gesture controls, and playback of 8K resolution content, meeting the demands of both immersive experiences and interactivity.
In terms of content support, Vivo already offers a variety of services, including games, 360-degree videos, and multi-angle viewing.
Tech maturity drives market re-entry
Looking at Vivo's product development strategy, although MR devices have been in development for several years, limitations in display technology, optical engines, processor performance, and content availability have hindered wider business-to-consumer market adoption.
As technologies mature and brand competition has shifted from isolated, single-product battles to ecosystem-based competition, companies are now reconsidering and re-entering the MR battlefield.
Additionally, Vivo's flagship smartphone, the X300, supports 200-megapixel image capture, improved energy efficiency, and upgrades to its operating system and user interface.
In other words, beyond its technological capabilities in core mobile ecosystem devices, Vivo has effectively paved the way for future development of MR devices. In response to the rising momentum of AI glasses and MR headsets, the company has also established a solid foundation in research and development, hardware, and ecosystem integration within the field.
Strategic patience pays off
By not rushing product commercialization, Vivo has put itself in a strategic, flexible position, capable of both offensive and defensive moves. This calculated approach may prove to be a wise strategy in the evolving MR industry landscape.
In addition to Vivo, other Chinese brands such as Oppo, Honor, Xiaomi, and Realme are expected to adopt similar strategies moving forward.
Article edited by Jerry Chen
