Why Did Samsung Delay Its XR Headset and Tri-Fold Phone Launch?

Samsung has postponed the highly anticipated launch of its first extended reality (XR) headset, Project Moohan, and its premier tri-fold smartphone until October 21, 2025.

Originally scheduled for Galaxy Unpacked in late September, the South Korean tech giant revealed that the delay was essential for final marketing strategy alignment and thorough quality assurance.

ETNews, a respected South Korean outlet, reported that Samsung executives prioritized "device completeness" before reaching consumers.

This strategic pause aims to prevent flaws or missteps during rollout, especially as these products mark new chapters in Samsung’s premium device portfolio.

Executives also want marketing coordination to maximize impact against fierce rivals like Apple and Huawei, underscoring the competitive landscape for XR and foldable devices.

What led to the Samsung delay?

Samsung’s choice to reschedule is rooted in its desire to ensure readiness across all fronts. Internal teams emphasized that aggressive launches can lead to device shortcomings and muddled consumer messaging.

The company has repeatedly seen industry setbacks from rushing products to market, something Samsung hopes to avoid with two flagship rollouts.

The delay impacts the Galaxy G Fold tri-fold phone, which will now launch separately after the XR headset, likely in late October or November.

This move also leaves Samsung’s existing Galaxy Z Fold7 at center stage while the new tri-fold undergoes final checks.

Market observers point out that Samsung’s determined approach supports its long-term reputation, particularly in an age of evolving device trends.

Did you know?
Samsung is working with Google on new XR glasses slated for 2026, signaling ongoing investment in extended reality innovation.

How does Samsung’s XR headset challenge rivals?

Project Moohan is Samsung’s direct response to Apple’s $3,499 Vision Pro and Meta’s Quest 3. The headset, set to retail at about 2 million Korean won (around $1,500), is less expensive than Apple’s alternative but stakes its claim as a robust, premium product.

Samsung plans a limited first run of 100,000 units, using early sales to gauge market interest before scaling up production.

The device will run Android XR, an advanced platform developed jointly by Samsung, Google, and Qualcomm.

At launch, Project Moohan will support Google Maps, YouTube, and Gemini AI, merging spatial computing with content versatility.

Samsung’s focus on comfort and user experience emerged after studying rivals’ shortcomings, such as the Vision Pro’s weight and lack of ready content.

What is special about Project Moohan’s technology?

Samsung’s XR headset features cutting-edge hardware, including Qualcomm’s Snapdragon XR2+ Gen 2 chip and micro-OLED displays boasting a 3,800 PPI pixel density, outclassing the Vision Pro’s 3,391 PPI.

It will ship with 16GB of RAM and provide multimodal controls via voice, gestures, and gaze. Corrective lenses will be offered separately, a nod to Apple’s accessory model.

Moohan’s collaborative development between Samsung, Google, and Qualcomm offers a visible leap over previous attempts in XR and places Samsung at the forefront of Android-based spatial computing.

Advanced display tech and input options set the stage for immersive entertainment, productivity, and AI integration.

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Why is the tri-fold phone a major risk for Samsung?

The tri-fold Galaxy G Fold is Samsung’s answer to competitors like Huawei’s Mate XT. Using an inward-folding G-style design, Samsung aims for usability and durability, with a massive 9.9-inch unfolded screen and advanced fast charging up to 24W.

Initial shipments are expected to be around 50,000 units, hinting at a cautious rollout driven by quality and user feedback.

Executives noted that real consumer value in foldables is central to their strategy. President JB Park cited concerns like device size, weight, and user need as guiding principles before launching complex form factors to market.

Samsung wants to avoid the pitfalls of offering unnecessary innovation for its own sake, instead building a product suite consumers genuinely want.

Will Samsung’s quality priority pay off?

Samsung’s decision to prioritize marketing readiness and technical polish over a rapid launch appears to be resonating with experts. As foldable and XR markets move rapidly, Samsung’s “quality first” stance may help it build lasting consumer trust and differentiation in crowded segments.

With Project Moohan and its tri-fold flagship, Samsung is betting that patience and strategic rollouts will deliver value to early adopters and mainstream users alike.

The company is also looking further ahead, collaborating again with Google to develop new XR glasses planned for a 2026 release, hinting at even broader ambitions in wearable technology.

Samsung’s latest delay signals a turning point in how major tech brands approach launches. Rather than chase speed, Samsung is refining its playbook to match consumer expectations, setting a higher bar for future innovations.