In a significant move that mirrors Meta’s recent ventures, ByteDance is reportedly stepping into the mixed reality arena with plans for innovative goggle-like devices. According to a report from The Information, this shift reflects a growing consumer preference for lighter, more comfortable wearables that can seamlessly blend digital images with the real world, marking a departure from the heavier headsets currently dominating the market. This development comes on the heels of Meta’s own transition from traditional headsets to a more streamlined goggle design, known as Phoenix.

The augmented reality (AR) and virtual reality (VR) headset market is at a pivotal moment, with a remarkable 18.1% annual growth reported in the first quarter of 2025. This surge is setting the stage for mixed reality (MR) and extended reality (ER) to take the lead in long-term growth, as highlighted by IDC’s latest research. Companies like Meta are currently dominating the market, but emerging players such as Viture and Xreal are innovating in ways that resonate with consumers, suggesting a shift in the landscape of immersive technology.

The AR/VR headset market is experiencing a remarkable resurgence, with an impressive 18.1% year-over-year growth as of Q1 2025. This surge is primarily driven by Meta’s dominance, which now holds a commanding 50.8% market share, alongside a wave of innovation in mixed and extended reality (MR and ER) technologies. As consumer preferences shift towards immersive and multifunctional experiences, the demand for advanced headsets is set to redefine the landscape of virtual and augmented reality.

In a groundbreaking collaboration, Meta Platforms, Inc. and Anduril have announced their plans to develop AI-powered mixed-reality headsets aimed at enhancing the capabilities of U.S. military forces. This partnership promises to revolutionize how soldiers interact with battlefield data, providing them with intuitive control over autonomous platforms and significantly improving situational awareness in combat environments. The integration of advanced analytics through Anduril’s Lattice platform will allow soldiers to access real-time data in a more immersive manner.