Meta may lead in the VR industry, but other tech giants aren’t standing still. The competition in VR is heating up.

The VR industry has seen distinct “eras” – starting with the PCVR phase, where HTC and Oculus battled it out, followed by the standalone era, where Meta took the lead and held a near-monopoly for years. But this may change soon.

Meta has several reasons for pouring so much into VR and immersive tech, but that’s not my focus here. What matters is this: their hefty investments and persistence – pushing forward with tech trends even when results fell short have landed them at the top of the VR market. But now, more big names are eyeing the VR industry than ever before. Massive tech giants with all the right tools – Google and Apple – are stepping up to challenge Meta.

Google isn’t new to the VR industry- they’ve taken multiple tries at creating VR headsets and ecosystems over the years. Their standout creation, Google Cardboard, became the most iconic VR device, yet they abandoned the effort more than once, only circling back now. Cardboard failed because it was a novelty – a perception that still haunts VR today. But the landscape’s shifting. For the first time, VR stands a real chance of breaking free from its “gaming-only” and “gimmick” label.

That’s why Google is jumping back into VR. With AndroidXR, announced alongside Samsung, they’ve laid out a clear plan to create an open ecosystem built for VR, with easy AI integration.

Apple, unlike others, never entered the VR industry before now. Their strategy isn’t about being first – it’s about nailing every detail before launching. At WWDC 2023, they introduced Apple Vision Pro and visionOS, hitting the market in February 2024. Vision Pro isn’t flawless – it has its quirks – but it shines in key areas. This groundwork sets the stage for Apple to keep refining it, potentially turning VR headsets and, down the line, AR glasses into must-have tools, much like smartphones or computers.

With Apple and Google stepping into the VR arena, Meta is certainly feeling the pressure. Loyalty to Meta’s products isn’t guaranteed, even with their vast app library and millions of users. If a competitor builds something better, people will switch, especially with rivals like Apple, backed by a loyal user base, and Google, having Android, the world’s most widely used mobile ecosystem, which could repeat its dominance in VR.

Meta moved to fend off this competition even before Google revealed AndroidXR, though hints were already out there. They rebranded the operating system used on Meta Quest to HorizonOS, inviting third-party companies like Lenovo and Asus to build their own VR headsets tied into Meta’s ecosystem – already boasting millions of users and a massive app and game library. While Meta named these key partners, we’re still waiting on their products, likely to be unveiled at this year’s Meta Connect.

Even with Meta’s head start and their move to include third-party vendors, they’re not invincible. They know it too – over the past year, Meta has started borrowing features from competitors. They haven’t nailed it perfectly, but the fact that rivalry is shifting their executives’ thinking is a positive sign. Users will go to whoever offers the best product, and Meta gets that. After pouring so much cash into VR, they can’t afford to lose their grip – so they’re at least trying to step up their game.

Certain leaks are suggesting that Meta may be working on a very light-weight headset (around 100g) that will solve the problem of bulky and heavy headsets, something that Apple is criticized for.

It’s just the start, but it’s an exciting one. The tech industry’s biggest names are finally embracing VR and weaving it into their lineups.

Here’s a bolder take: the VR market could soon mirror the mobile phone world. Look at Android – it may not rule in places like the US, but it’s the go-to globally. Unlike Apple, tons of companies cram features into their Android phones, racing to outdo each other at varying prices. The same could play out in VR once a single operating system, like HorizonOS or AndroidXR, lets manufacturers build their own headsets and compete head-on.

This is especially important considering how hard it is to compete with Meta unless you’re as big – or bigger – than them. They have their own operating system and heavily subsidize their products, so the chances of a smaller company selling something nearly as good are pretty slim. But things change when there’s a single operating system and the same apps and games work across all devices. Then, companies can focus purely on hardware, not software, which could lead to major improvements in VR hardware thanks to real competition.