Representatives from major technology companies such as Google, Meta, XREAL, and Qualcomm recently partook in a spirited discussion at the Augmented World Expo 2025, examining the future of augmented reality (AR) and its potential for becoming a widespread phenomenon. The dialogue underscored the various viewpoints and tactics these firms are employing to advance AR technology.
Smart glasses, serving as a precursor to AR glasses, are gaining momentum, with industry leaders showing optimism regarding their prospects. Nevertheless, the journey towards mainstream acceptance of AR glasses is intricate and diverse. During sessions such as “What does it take to achieve mass market adoption of AR products?” specialists from Google, Meta, and Qualcomm delved into whether AR glasses must have a visual display, with some indicating that audio or alternative sensory enhancements could be adequate.
The present market for AR glasses is broadening, particularly in the realms of gaming and streaming, with companies like Viture and XREAL demonstrating considerable progress in field of view and color fidelity. Even with these enhancements, the challenge persists to make AR glasses both fashionable and affordable for daily use.
Meta’s Kelly Ingham stressed the necessity for a wide array of AR glasses categories, ranging from basic notification screens to comprehensive entertainment systems. XREAL’s Ralph Jodice highlighted the continuous demand for broader fields of view and more compact glasses, emphasizing the technical hurdles involved.
Google’s Bernard Kress contended that AR requires a “killer app” to thrive, indicating that the visual aspect of AR glasses becomes critical for attaining accurate world-locking capabilities. In contrast, Meta’s approach is centered on establishing a significant market for smart glasses initially, with the expectation that consumer interest in more sophisticated AR features will develop subsequently.
The discussion also addressed the significance of software versus hardware in the future of AR. Google’s Android XR platform endeavors to offer a unified framework for AR development, while Meta emphasizes hardware expansion before making its software accessible to developers.
Overall, the conversations at AWE 2025 highlighted the varied visions and strategies among industry leaders, reflecting the complex challenges and opportunities in bringing AR technology into the mainstream.
