The race among global Big Tech companies for the next-generation platform to replace the smartphone is now coming into sharp focus. At the center of this competition are AI glasses, poised to serve as the eyes and ears of artificial intelligence assistants. Samsung Electronics is set to unveil its first AI glasses, the “Galaxy Glass,” at Galaxy Unpacked on July 22, launching a direct challenge to Meta, which currently dominates over 85% of the market. Born from a collaboration with Google, the device is equipped with the AI assistant “Gemini,” designed to recognize surroundings in real time and enable immediate daily use through a camera and touchpad.
AI glasses are no longer the exclusive domain of early adopters. According to market research firm IDC, AI glasses shipments are projected to reach 13.6 million units this year and are expected to grow to over 27.3 million units by around 2030. While this represents only about 1% of the annual smartphone market of 1.2 to 1.4 billion units, it signals a transitional phase where the device is evolving from a smartphone accessory into an essential wearable. Another research firm, Omdia, estimated that global AI glasses shipments surged 322% year-over-year to 8.7 million units in 2025 and are forecast to exceed 15 million units this year.
The undisputed leader in this market is Meta. The company solidified its dominant position by capturing an 85.2% share of the AI glasses market last year. Through its partnership with eyewear brand Ray-Ban, Meta has pursued a design suitable for all-day wear and is regarded as offering the most polished AI features, including real-time translation, photo and video capture, music playback, phone calls, object recognition, and navigation. The domestic launch price in South Korea starts at ₩690,000 (approximately $460). Meta is also actively working to lower price barriers to drive mainstream adoption. In late May, the company launched its own-brand “Meta Adventurer” and “Meta Fury” models in the U.S. priced at $299 (approximately ₩450,000). In South Korea, starting July 22, Meta is expanding its offline distribution network to include stores of the three major telecom carriers and adding Korean real-time translation features to defend its market share.
The most powerful weapon for the Samsung-Google alliance in this fight is the integration of the Gemini AI assistant with the Android ecosystem. Galaxy Glass is based on Google’s Android XR operating system and is expected to automatically transfer captured photos and videos to a smartphone while seamlessly connecting with other wearables like the Galaxy Ring and Galaxy Watch. According to a 27-second pre-release video leaked by IT media outlet SamMobile, the glasses feature a camera on the left side of the frame, an LED indicator on the right, and a touchpad on the side of the right temple for controlling music playback and answering calls. The weight is expected to be around 50 grams, featuring built-in microphones and speakers without a display. The design was handled by Gentle Monster and Warby Parker respectively, achieving an appearance similar to regular eyeglasses. Samsung Electronics is expected to reveal the finished product at this Unpacked event before officially launching it in select markets this fall.
Apple’s moves, despite not yet releasing a product, are also considered a major variable in the market. Following the Vision Pro, Apple is reportedly preparing a lightweight glasses product based on its own AI system, Apple Intelligence, with a launch expected as early as next year. The prevailing view is that its powerful integration with the iPhone will create significant impact immediately upon release, raising the possibility of a future three-way battle between Samsung, Meta, and Apple.
Chinese manufacturers are also mounting an aggressive pursuit. At this year’s CES, Rokid unveiled “Rokid Style,” highlighting its strength in broad service integration, including various AI models like ChatGPT and DeepSeek, as well as Google Maps and Microsoft AI translation. The model without a display is priced at approximately ₩440,000 (approximately $294), while the display-equipped model costs around ₩960,000 (approximately $641). Xiaomi is targeting the mass market with an aggressive price of around ₩380,000 (approximately $254), emphasizing practical features such as object recognition via voice assistant, translation, payments, and automatic medication reminders. Domestically in South Korea, startup Seerslab has joined the price competition with its AI smart glasses “AI-NUX,” priced in the ₩300,000 range (approximately $200).
The fundamental reason major manufacturers are investing heavily in AI glasses is to give AI assistants “eyes.” Only when AI can properly understand the scenery unfolding before a user’s eyes can the “zero-click” world become a reality—where necessary information is proactively offered without needing to pull out a smartphone. The biggest hurdle to realizing this vision is ultimately price. According to IDC, the current average selling price of AI glasses is around $376 (approximately ₩560,000), but this is expected to drop by about 39% to $229 (approximately ₩340,000) in the future. Once this price level is reached, the purchasing barrier for general consumers is expected to lower significantly, naturally accelerating mainstream adoption.
However, there are still mountains to climb before mass adoption occurs. An industry insider noted, “The South Korean market has unique characteristics, including various regulations,” adding, “Because AI glasses are products that must be worn continuously in daily life, there are many aspects to carefully consider before launch, such as prescription lens support.” Privacy regulations and controversies over privacy invasion in each country of entry are also cited as variables affecting market expansion.