Samsung is pulling back the curtain on Galaxy XR's development with an exclusive behind-the-scenes video featuring the engineers who built the groundbreaking extended reality device. The rare glimpse inside Samsung Digital City reveals how the company partnered with Google and Qualcomm to create Android XR's multimodal AI capabilities, marking a pivotal moment in the XR ecosystem's evolution.
Samsung just did something rare in the tech world - it's showing exactly how the sausage gets made. The company released an exclusive behind-the-scenes video featuring the engineers who developed Galaxy XR, offering unprecedented access to the development process that created what could be the next major XR platform. Technology journalist Lucy Hedges takes viewers inside Samsung Digital City in Suwon, South Korea, where teams have been quietly working on what they're calling a "groundbreaking extended reality device." The timing isn't coincidental. With Apple struggling to find Vision Pro's market fit and Meta facing XR hardware challenges, Samsung is positioning itself as the Android alternative that could reshape the entire ecosystem. The video features candid conversations with Kihwan Kim, Executive Vice President and Head of Immersive Solution R&D Team, and Sean Choi from the same division, who reveal how Samsung optimized multimodal AI capabilities. "We focused on intuitive recognition of eye, hand gesture and voice," Kim explains in the Samsung Newsroom video. But Galaxy XR isn't just Samsung's show. The device represents an unprecedented three-way collaboration between Samsung, Google, and Qualcomm that extends far beyond typical hardware partnerships. This alliance debuts the Android XR experience, a joint effort that Samsung insiders describe as reshaping "the future of immersive technology." The collaboration gives Samsung something neither Apple nor Meta currently have - a fully integrated software-hardware ecosystem backed by Google's AI prowess and Qualcomm's processing power. Industry analysts have been watching this partnership closely since whispers emerged earlier this year about Samsung's XR ambitions. The company's approach differs markedly from Apple's closed ecosystem strategy and Meta's social-first focus. By anchoring Galaxy XR in Android XR, Samsung is betting on an open platform that could attract developers frustrated with Apple's restrictions or Meta's narrow use cases. The engineering insights revealed in the video show Samsung's methodical approach to XR challenges that have plagued competitors. While Apple's Vision Pro struggles with weight and usability, and Meta's devices face content limitations, Samsung's engineers focused on what they call "everyday multimodal AI experiences." The emphasis on natural interaction patterns - eye tracking, gesture recognition, and voice commands working seamlessly together - suggests Samsung studied competitors' pain points carefully. Sean Choi's comments about collaborating with Google "to define the overall Android XR experience" hint at deeper integration than typical Android partnerships. This isn't Samsung simply adapting Google's software; it's actively shaping Android XR's development alongside Mountain View. The implications extend beyond Samsung's immediate XR ambitions. If Android XR gains traction, it could create the first viable alternative to Apple's walled garden in premium XR, potentially attracting manufacturers who've been waiting for a platform that offers both sophistication and openness. The video's release strategy also reveals Samsung's confidence. Most companies keep development processes tightly guarded, but Samsung's willingness to show its engineering process suggests it believes Galaxy XR has a significant technological advantage worth highlighting. The behind-the-scenes access could be Samsung's way of establishing credibility in a market where consumers have been burned by overpromising XR devices.
