Google planning to re-enter AR, VR space

Google is planning a return to the market for augmented and virtual reality (AR/VR) technologies. The tech giant along with augmented reality startup Magic Leap are collaborating and working on building immersive experiences.

Google is trying to create a platform that blends the physical and digital worlds. The partnership will combine Magic Leap’s AR expertise and optics leadership with Google’s technology platforms.

Google's new AR/VR strategy is expected to integrate their improved technologies, such as the Pixel Tensor chip, ARCore, and the Soli chip, which enhances gesture-based interactions. The new AR glasses concept, often referred to as Google XR Glasses, combines these technologies into a sleek, fashionable design that conceals the tech within the temple stems of the glasses, ensuring a seamless blend of style and functionality​

This resurgence comes after a period of relative dormancy in the AR/VR market for Google. A big factor behind the re-entry is Google's partnership with Magic Leap, a pioneer in AR technology.

This move positions Google to compete with other tech giants like Apple and Meta, who are also making significant investments in AR and VR technologies. Google's approach will likely focus on both consumer and enterprise applications, aiming to transform how users interact with digital content in various contexts​.

This collaboration aims to leverage Google's software expertise with Magic Leap's hardware capabilities to create competitive AR solutions . Google's move is likely a strategic response to the growing AR/VR market, particularly with Apple's recent advancements in the space with the Vision Pro headset.

While there haven't been official announcements about specific products, Google's partnership with Magic Leap suggests a serious commitment to regaining a foothold in AR/VR. We can expect to see more developments in this area in the coming months.