Google Bets on Xreal to Power Its AR Glasses Future

A New Vision for Augmented Reality

In an ambitious move to reignite its wearable technology strategy, Google has partnered with Chinese start-up Xreal—one of the fastest-rising players in the augmented reality space. This collaboration marks a notable shift for Google, which has been relatively quiet in the AR glasses sector since scaling back earlier efforts. Founded in 2017 and formerly known as Nreal, Xreal has made waves with its lightweight AR glasses that blend digital elements with real-world environments in near-seamless fashion. Backed by Alibaba and now Google, Xreal is positioning itself as a formidable contender in the increasingly competitive AR landscape, going head-to-head with giants such as Meta and Apple.

Why Xreal—and Why Now?

The decision to partner with Xreal underscores Google’s commitment to crafting more compelling and consumer-ready AR experiences. Xreal has sold more than 350,000 devices globally and is gaining traction in both consumer tech and enterprise applications thanks to their portability and affordability. While Google previously pursued its own AR initiatives with mixed success—including the original Glass and a stalled in-house project codenamed Iris—it appears the tech giant is shifting toward strategic alliances rather than building hardware entirely in-house. Industry insiders suggest this deal could fast-track Google’s return to the AR hardware conversation, leveraging Xreal’s innovation and manufacturing agility to compete in an increasingly crowded market.