[London (UK) = E-Daily Reporter Shin Yeong-bin ] SamsungElectronics(005930)is targeting the premium market with its first artificial intelligence (AI) glasses, set to launch this fall. The company highlighted their lightweight design and all-day comfort as key differentiators from existing AI glasses, such as those from Meta.

Choi Jae-in, Vice President and Head of the XR Development Team at SamsungElectronics’ MX Business Division, said during a product briefing held in London, UK, on the 23rd (local time) regarding the price of the company’s first intelligent eyewear, “I believe the price should be set reasonably,” but added, “Considering the technology, finish, and quality of the product, I think the first product should start at a somewhat premium price point.”

Specific pricing, launch countries, and sales targets were not disclosed. SamsungElectronics plans to determine key launch regions by reviewing the distribution networks of Gentle Monster and Warby Parker, as well as market-specific demand. Vice President Choi explained, “We are currently in discussions regarding key target markets,” adding, “We plan to make a decision after reviewing our eyewear partners and distribution channels.”

SamsungElectronics highlighted lightweight design and comfort as key differentiators from Meta. Referring to Meta’s AI glasses, Vice President Choi said, “I think our approach is somewhat different,” adding, “I believe we are distinctly different not only in concept but also in our technical approach and the direction of future technology.”

He continued, “We have focused on lightweight design and comfortable wearability, so I believe we have a strength in this area,” emphasizing, “We must not release a product that is uncomfortable to wear all day. There is a clear point of differentiation in the wearing experience.”

He did not disclose whether the device will feature noise cancellation or its exact weight. However, Vice President Choi explained, “While the Galaxy Buds are devices specialized for audio, our intelligent eyewear also aims to deliver audio performance on par with the Buds while maintaining a lightweight design.”

The key to achieving this lightweight design is “split computing,” where the glasses and smartphone share the computational load. Some of the video captured by the camera is processed by the glasses, while the connected smartphone handles tasks requiring more processing power. This architecture leverages the smartphone’s memory, central processing unit (CPU), and graphics processing unit (GPU) in tandem.

Vice President Choi explained, “These glasses are lightweight precisely because they are closely connected to a smartphone,” adding, “Part of the camera footage is processed by the glasses, while post-processing and other tasks utilize the smartphone’s computational resources, such as its memory, CPU, and GPU.” He continued, “We developed this concept in collaboration with Google from the very beginning,” noting that “split computing is a major technical strength of Samsung’s AI glasses.”

Vice President Choi also drew a line against defining AI glasses as a “post-smartphone” device meant to replace smartphones. He explained that running high-performance AI solely on the glasses would require high-spec semiconductors and a large-capacity battery, which would result in weight and design constraints.

Vice President Choi explained, “If we were to incorporate all high-performance computing components into the glasses, it would be difficult to achieve the lightweight and comfortable product we aim for,” adding, “AI glasses are a product that extends the mobile experience centered around the smartphone.” He continued, “Since high-performance computing is handled by the smartphone, it is difficult to view AI glasses as a ‘post-smartphone’ device at this time.”

Battery life is up to 9 hours. Power efficiency was optimized through a “Power Camp” involving approximately 50 hardware, software, and semiconductor engineers from SamsungElectronics, Google, and Qualcomm.

Vice President Choi explained that the 9-hour figure is not based solely on music playback but was calculated using usage scenarios that include power-intensive features such as video streaming and Gemini Live. The charging case supports more than seven full charges.

The company is prioritizing sales through eyewear brand channels over mobile carriers. This is because, unlike general electronic devices, a proper fit and the in-person wearing experience are crucial factors in the purchasing process for AI glasses.

Vice President Choi said, “We are first considering a sales strategy centered on the distribution networks of eyewear brands,” adding, “AI glasses are products where the experience of adjusting them to fit the face and trying them on in person is crucial.” He went on to emphasize, “Rather than indiscriminately expanding sales channels, our priority is to create an environment where consumers can fully understand the product’s features and how to use it and make a purchase only when they are satisfied.”

Consumers who require prescription lenses can have them replaced at regular opticians. Tinted or photochromic lenses are also available. SamsungElectronics is discussing collaboration plans with lens manufacturers, taking into account the varying online lens sales regulations and distribution structures in different countries.

The first product will connect to other Android smartphones and iOS devices as well. However, when used in conjunction with Galaxy smartphones, Watch, Buds, and Samsung Health, it will provide a more seamless connected experience, including camera use, calls, music control, and workout data tracking.

The design unveiled at Unpacked is not a concept model but one of the actual products set for release. SamsungElectronics plans to offer multiple design options so that consumers can choose based on their preferences and face shape, rather than presenting just a single design.

SamsungElectronics is developing the AI glasses not as a standalone device to replace smartphones, but as an interface that extends the AI experience of smartphones. The smartphone handles high-performance computing, while the glasses recognize the scenes and surroundings the user sees through their cameras and sensors. The vision is to create glasses that can be worn naturally in daily life, rather than a thick and heavy device like typical electronic gadgets.

Vice President Choi said, “Before discussing what technology and AI are incorporated into the glasses, our goal was to create glasses that people would want to wear the moment they saw them,” adding, “We want to offer options that even people not wearing glasses would think, ‘If they’re that stylish, I’d like to try them on.’”