Samsung October Event: Tech giant Samsung has launched a range of devices in 2025 and is now again set to show off what it has in store at its event next week. The company appears poised to unveil a major leap in extended reality (XR) technology on October 21 at 10 PM ET, and there are indications that Project Moohan will finally step into the spotlight. The event will begin on October 22 at 7:30 AM in India.
Billed as the company’s entry into a new category of AI-native devices, Samsung’s upcoming launch event is expected to mark a significant shift in the way users interact with immersive technologies, as per the official release. At the heart of this evolution is Android XR – a next-generation platform developed in collaboration with Google and Qualcomm, and designed from the ground up to blend artificial intelligence with extended reality, it added.
While Samsung has not officially confirmed the name yet, Project Moohan is widely believed to be its first headset – and will likely be a direct competitor to Apple’s Vision Pro. Now, the company has publicly described it as the “groundbreaking first product” built for the Android XR platform, giving a strong indication that the device will be the centerpiece of the October 21 showcase.
The language used around the product suggests it’s more than just another XR headset. Samsung says it will “seamlessly blend everyday utility with immersive new experiences”, which hints at a wearable designed not just for entertainment or niche use cases, but for integration into daily life — perhaps combining productivity, communication, and media in a spatial computing environment.
Samsung October Event: What else to expect?
While the focus is on Project Moohan and Android XR, as the release seems to suggest, Samsung could also structure the event around its long-term vision for AI-powered devices.
The event will be broadcast live on the Samsung Newsroom and Samsung’s YouTube channel, allowing viewers around the world to watch the announcement.
In a separate note, Samsung Electronics has announced that it has been recognised by Interbrand, a global brand consultancy, as the 5th-ranked global brand for the sixth year in a row. Interbrand releases its list of “Best Global Brands” each year. For this year’s list, Samsung recorded a brand value of $90.5 billion, upholding its position as the only Asian company to remain in the global top five since 2020.
According to Interbrand, Samsung Electronics’ evaluation was positively influenced by:
- Strengthened AI competitiveness across the company’s business divisions
- Enhanced customer experiences through unified integration across products
- Focused investment in AI-related semiconductors
- Execution of a customer-centric brand strategy
“Through AI innovation and open collaboration, Samsung has worked to ensure that more customers can experience AI in their daily lives,” said Won-Jin Lee, President and Head of Global Marketing Office at Samsung Electronics. “Moving forward, we will continue to focus on benefits for customers, including in health and safety, so that Samsung can grow into an even more beloved brand,” he added.
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