According to Mashable, Samsung’s Galaxy XR mixed reality headset launched on October 21 in just the US and South Korea, priced at $1,799.99. The device, formerly known as Project Moohan, is now confirmed for a 2026 rollout in Canada, France, Germany, and the UK. More countries might be added to that list soon, but Samsung appears to be taking a slow, deliberate approach to international expansion rather than a global launch. The Galaxy XR positions itself as a middle-ground option between Meta’s $299.99 Quest and Apple’s $3,499 Vision Pro. International pricing hasn’t been confirmed but will likely mirror the US approach. This means customers in the initial launch markets have about a year and a half to wait.
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Samsung’s cautious expansion
Here’s the thing about Samsung’s slow rollout strategy: it makes a ton of sense. Mixed reality is still a niche market, and launching globally is incredibly expensive and logistically challenging. By starting in just two markets, Samsung can work out the kinks, gather user feedback, and refine their supply chain before hitting more countries. And let’s be honest – the US and South Korea are their home turf and biggest markets. Why not perfect the experience where you have the most control?
But is waiting until 2026 too conservative? Apple went global with Vision Pro pretty quickly, and Meta’s been everywhere for years. Samsung might be playing it too safe, giving competitors more time to establish dominance in these new markets. Then again, maybe they’re learning from Apple’s Vision Pro struggles – that thing hasn’t exactly set the world on fire despite the hype.
The price positioning problem
At $1,799, Samsung is trying to thread a very difficult needle. They’re basically saying “we’re better than Meta but more affordable than Apple.” That sounds great in theory, but in practice? It’s risky. Most consumers see mixed reality as either a budget gaming accessory (Meta’s territory) or a premium productivity tool (Apple’s playground). Does anyone really want a mid-tier headset?
I mean, think about it – if you’re spending nearly $2,000 on a headset, are you really going to settle for “middle of the road”? Or would you either save $1,500 and get a Quest, or splurge for the Apple experience? Samsung’s betting that there’s a sweet spot for professionals who want better than Meta but can’t justify Vision Pro prices. It’s a calculated gamble, and the international rollout will be the real test.
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What’s next for mixed reality
The bigger question is whether 2026 will be too late. Mixed reality technology moves fast, and by the time Samsung reaches these new markets, both Apple and Meta will have released new generations of their headsets. We’re already hearing rumors about Quest 4 and Vision Pro 2. Will the Galaxy XR feel dated by comparison?
Then there’s the content ecosystem problem. Samsung’s relying heavily on Google’s Android XR platform, which still feels like it’s playing catch-up to what Meta and Apple have built. Without compelling apps and experiences, even the best hardware struggles. Just ask Microsoft how their HoloLens adventure is going.
So for now, it’s a waiting game. Customers in Canada and Europe have time to save up – and to watch how the mixed reality battle plays out in the US first. Maybe that’s not such a bad thing after all.
