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XREAL Air Ultra tipped to launch at CES 2024

XREAL hypes its CES 2024 presence. (Source: XREAL)
XREAL hypes its CES 2024 presence. (Source: XREAL)
XREAL (formerly Nreal) has declared itself "the largest player in the augmented reality (AR) industry", having captured just over half of that market according to its latest sales report. The brand also claims to have shipped over 300,000 units of its Air-brand glasses to date, a new generation of which might be unveiled during CES 2024.

XREAL was compelled to re-brand itself in the first half of 2023 - however, that undertaking seems to have done nothing to hamper its momentum in the second half of the same year. AR's "most popular, best-selling brand" occupied 50.9% of that market worldwide in the third quarter of 2023 (3Q2023), according to the latest IDC findings.

The OEM reportedly contributed 58% of all AR shipments in the quarter, which also grew compared to those of 3Q2022. Those units also bolstered XREAL'S ability to say it has shipped "up to 350,000 glasses to date", and to assert that its Air-series wearables are the best-selling of their category on Amazon.

XREAL also now estimates that it has started 2024 with "nearly 45%" of its target market, based on the IDC figures. Then again, it may have more competition this year with new rivals in the space that just might include Apple. Nevertheless, the brand has also indicated that it will also start the year as a major AR player at CES 2024.

Based on XREAL's teasers, which "calls all creators" to get a first glance at hardware of a "spatial computing" nature, the product in question may be an Air 2-series successor - maybe even an "Ultra" variant. Accordingly, AR fans can watch out for XREAL's expo in Las Vegas from January 9 to 12, 2024.

XREAL claims a majority in the 3Q2023 AR market. (Source: XREAL)
XREAL claims a majority in the 3Q2023 AR market. (Source: XREAL)


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Deirdre O'Donnell, 2024-01- 6 (Update: 2024-01- 6)