The overseas AR glasses track may add another giant enterprise. According to foreign media sources, Microsoft has recently obtained two important patents related to AR glasses, and the patents imply that Microsoft may plan to launch AR glasses equipped with cameras. The two patents focus on improving the motion and position tracking capabilities of smart glasses in complex environments and improving the resolution of captured images.
Not only Microsoft, but also overseas giants have frequently made efforts on AR glasses recently, and Apple is one of them. In May this year, Apple's new patent application for future smart glasses was announced. According to the data, Apple's future smart glasses adopt the design of "main and auxiliary dual screens + LED array", which has the characteristics of triple display system, precise positioning, personalized service and interaction. Among them, the triple display, in particular, is very innovative and interesting.
Not long ago, market sources pointed out that Meta is also speeding up the application for patents related to AR smart glasses. Previously, Meta has filed two patents related to future AR smart glasses, and more may be disclosed in the future. Meta boss Zuckerberg revealed in an interview that the next generation of AR smart glasses that Meta is developing will far surpass the performance of Ray-Ban products, which is expected to completely subvert the concept of traditional glasses. Progress has reached the stage where it is close to showing the prototype.
For domestic manufacturers, overseas giants are making efforts to develop AR glasses, and once the future products are landed, it will inevitably bring competitive pressure. However, it is undeniable that these companies have entered the AR glasses track, which will not only cultivate the market and expand the industry, but also promote the development of AR technology, supply chain and other aspects. To a certain extent, this will also bring benefits to domestic manufacturers.
01. Overseas giants have made efforts
The news of Microsoft and the XR headset has not been on the radar for a long time, and the last time it was noticed was at the beginning of last month, when it was reported that Microsoft announced a round of layoffs involving about 1,000 employees. The layoffs primarily impact key areas such as HoloLens 2's Mixed Reality division, Azure for Operators, and Mission Engineering.
In this regard, Microsoft pointed out in an official statement that the company has previously announced plans to restructure its mixed reality division. At the same time, we will continue to invest in the W365 project to expand the broader mixed reality hardware ecosystem. For HoloLens 2 that has already been launched, it will continue to be sold and supported to existing customers and partners, among others.
However, Microsoft's enthusiasm for developing smart glasses with Windows (or possibly Windows Holographic OS) has not waned with the temporary shelving of the Windows mixed reality business. Recently, overseas media Windows Latest published an article saying that Microsoft has recently obtained two important patents related to AR glasses, revealing its ambition to continue to explore in this field.
Among them, the first patent focuses on improving the motion and position tracking capabilities of smart glasses in complex environments. By integrating an inertial measurement unit (IMU) to collect detailed motion data, combined with machine learning algorithms, the glasses are able to maintain high-precision positioning capabilities in low-light or dense environments without relying on GPS or external vision aids, providing unprecedented convenience and reliability for everyday wear.
The second patent focuses on improving image quality, with an innovative camera system design that includes lights, lens arrays, and an advanced image engine that significantly increases the resolution of captured images. This technological innovation not only enables smart glasses to capture clearer images, but also heralds a more detailed and realistic visual feast for users in the AR experience.
It is important to note that the acquisition of a patent does not equate to the immediate launch of the product. Microsoft's current increased investment in AI cloud technology may mean that its resource allocation for hardware innovation has been adjusted. Despite this, the surge in the number of patent applications filed by Microsoft in the field of AR glasses undoubtedly shows its long-term optimism and continued investment in the market.
In fact, Microsoft's HoloLens headset has a strong influence on the B-side. Some industry insiders pointed out that before the birth of Apple's MR headset, Microsoft's MR products can be said to be a giant in the B-end market. Even after the release of Apple's Vision Pro, Apple still did not have Microsoft's influence on the B-side.
Unlike holographic devices such as HoloLens, Microsoft's future AR glasses may pay more attention to the C-end consumer group, and it is expected that they may be equipped with a specific version of Windows or Windows Holographic OS. In the future, once the product is launched, it may have a great impact on the B-end and C-end markets.
It's not just Microsoft that's working on AR glasses, it's Apple too. In May, the United States Patent and Trademark Office officially released a patent application from Apple. Specifically, the patent relates to a method and technology for managing smart glasses with an additional display for use in a computer-generated real-world environment.
The information shows that in order to save battery life, Apple has designed a smart glasses that adopt the design of "main and auxiliary dual screens + LED arrays", which can transmit different types of information. It is worth noting that the design has the characteristics of triple display system, precise positioning, personalized service and interaction. Among them, the triple display, in particular, is very innovative and interesting.
In addition, Meta, a major foreign manufacturer, has also made frequent efforts to make AR glasses recently. Recently, Meta boss Zuckerberg revealed in an interview that the next generation of AR smart glasses that Meta is developing will far surpass Ray-Ban products, which is expected to completely subvert the concept of traditional glasses. Progress has reached the stage where it is close to showing the prototype.
According to a recent report by Patentlyapple, Meta is speeding up the application for patents related to AR smart glasses. Previously, Meta has filed two patents related to future AR smart glasses, and more may be disclosed in the future.
Through the above information, it is not difficult to see that Apple and Meta are also stepping up the research and development process of AR glasses, among them, especially Meta may not be too far away from release.
02. Domestic manufacturers may welcome the good
As overseas giants such as Meta, Apple, and Microsoft step up the research and development process of AR glasses, the pressure may be on the domestic AR glasses manufacturers. For a long time, domestic manufacturers have been the main "players" in the global AR glasses market, and now foreign giants have also set their sights on this market and want to redivide the "cake", which is bound to bring competitive pressure to domestic AR glasses.
At the same time, the Chinese market is also the main market for AR glasses in the world. According to Counterpoint Research, in the first quarter of 2024, global AR smart glasses shipments increased by 40% year-on-year. However, due to the end of the Black Friday sales season in North America and the impact of the 11.11 sales season in China, the market fell by 45% QoQ. It expects North America and China to account for nearly 90% of the global AR smart glasses market share.
From the perspective of domestic manufacturers, IDC data shows that in the first half of 2023, domestic manufacturer XREAL will continue to lead the global AR market, ranking first in terms of sales, of which the sales share in the first quarter is 34.49%, and the Q2 share has risen to 39.03%. This is not the first global No. 1 of XREAL, according to the previous IDC data report, the total global sales of XREAL in 2022 will be 98,000 units, ranking first in the global AR glasses industry shipments.
According to agency data, in 2023, Rokid, Thunderbird Innovation, XREAL, and INMO will occupy more than 85% of the market share of China's consumer-grade AR products. In other words, in the future, once overseas giants such as Meta, Apple, and Microsoft launch AR glasses, the market share of domestic manufacturers overseas may be greatly affected, and even affect the domestic market share.
However, it is undeniable that while it has brought competitive pressure to domestic AR manufacturers, it has also brought new opportunities and benefits. For example, the entire AR industry has been expanded, accepted by consumers, and the technology and supply chain have been continuously improved.
On the one hand, the R&D investment and technological innovation of overseas giants such as Meta and Apple may promote the technological progress of the entire AR field, and domestic manufacturers can learn from their advanced technology and experience to accelerate their own technology research and development and product upgrades.
On the other hand, with the promotion of AR smart glasses by overseas giants, consumer awareness and acceptance of such products may increase, thereby helping to expand the scale of the entire AR market. This will provide a broader market space and development opportunities for domestic manufacturers.
At the same time, it will also facilitate the development of the supply chain. For example, suppliers of components such as microdisplay chips, optical components, and sensors may obtain more orders and opportunities, thereby improving their technical level and production capacity, which is conducive to reducing costs, improving product quality and supply stability for domestic AR manufacturers.
In addition, overseas giants may attract more resources and funds to invest in the AR industry, and domestic manufacturers have the opportunity to carry out more extensive cooperation with domestic and foreign enterprises and research institutions to jointly promote technological innovation and market expansion.
In the future, under such a competitive landscape, domestic AR manufacturers will be urged to improve their competitiveness, strengthen product innovation, optimize user experience, and enhance brand influence, so as to occupy a place in the market.