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Samsung is significantly falling behind in the rush to bring augmented reality (AR) and virtual reality (VR) devices to market, partially due to the company’s “obsession” with foldable smartphones, The Korea Herald reports. MacRumors reports: Samsung’s main competitors, including Apple, Microsoft, Meta, and Sony, are developing or have already launched AR and VR devices amid massive industry-wide investments into the future of the technology, but it is unclear if Samsung is actively developing such devices at all. eBest Investment and Securities analyst Kim Gwang-soo said: “Big tech companies, rather than smartphone manufacturers, are leading XR devices because they have the necessary content and platforms. Google has an operating system Android, Microsoft has Xbox and Sony has PlayStation. It’s risky for Samsung to roll out XR devices, so it has no choice but to stick to foldable smartphones.”

The growth of Samsung’s smartphone business has slowed down to just 0.9 percent year on year, but the company remains committed to the potential of foldable devices to reignite momentum. Samsung shareholders are said to be concerned by its perceived preoccupation with foldable devices, which is distracting the company’s attention from the need to compete with future AR and VR devices from its main rivals.

Industry insiders claim that even if Samsung develops its own AR and VR devices, it lacks the content and platform to create a cohesive and compelling ecosystem. In an attempt to catch up in the race to make inroads into the AR and VR market, Samsung made a belated investment in DigiLens, a California startup that makes AR glasses. To stay relevant, market observers are warning that Samsung may need to find a partner that already has content or a platform in exchange for chip expertise, similar to the relationship between Qualcomm and Microsoft.


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