Google and Magic Leap have collaborated to “advance the potential of XR technology,” the latter said in a blog post.
The announcement did not go into detail, but Magic Leap said the partnership would combine its AR credentials with Google’s technology platform, which Google has already invested in.
Magic Leap CTO Julie Larson-Green “This partnership accelerates the transformative power of AR by combining Google’s broad optical capabilities with our technology to continue to advance immersive experiences for the developer ecosystem and customers.
“We look forward to expanding the potential of XR and merging the physical world with valuable, contextual solutions.”
“By combining our efforts, we can foster the future of the XR ecosystem with unique and innovative product offerings.”
What’s important to note is that the press release doesn’t reveal whether the two companies plan to release the AR device they’re developing together.
Google has had a love-hate relationship with augmented reality over the years. It was an early frontrunner with Glass, but the device was largely ignored by the consumer market. A second crack at enterprise-style was discontinued last year.
The rumored Project Iris headset, which looked set to be released this year, also never materialized amid rumors of its discontinuation.
But Google has iron in the fire: The company is set to launch an XR video conferencing solution with HP in 2025, and recently announced partnerships with Qualcomm and Samsung to power the latter’s upcoming headset.
Shahram Izadi, Vice President and General Manager of AR/XR at Google“We look forward to combining Magic Leap’s optics and manufacturing leadership with our technology to bring a broader range of immersive experiences to the market.
Corporate Focus
At CES 2024, Magic Leap CEO Ross Rosenberg and CTO Daniel Diez discussed the company’s updated roadmap following a major leadership shakeup in 2023.
Since Rosenberg’s appointment in October, Magic Leap has refocused on enterprise and industrial customers for its XR devices, which he describes as “Chapter 3,” focusing on commercial adoption and establishing customer use cases.
Magic Leap is working with enterprise customers like Siemens to showcase competitive XR displays for industrial applications. Potential areas that could benefit from XR technology include healthcare, military training, and office environments.
Diez added that Magic Leap is targeting industrial settings that require immersive training for complex procedures, detailed digital twins, and accurate tracking.
The company aims to move beyond the metaverse hype and expand into real-world applications, adapting its offerings to changing market demands.
Magic Leap also secured $590 million from Saudi Arabia’s National Wealth Fund, bringing its valuation to more than $4.5 billion and supporting its enterprise-focused “Chapter 3” roadmap. The XR market is becoming increasingly competitive, with companies like Magic Leap, Apple, and Meta vying for dominance.