Extended reality: Apple's entry holds promise but mainstream XR remains a long game
This report is available to those subscribed to the Digital Consumer module.
Extended reality (XR) has been trying to get on a firm footing for several years now. Apple's entry into XR, with the launch of its Vision Pro wearable headset device in June 2023, was an eagerly anticipated event that holds the promise of eventually accelerating XR's popularity. In this report we start by reviewing the current state of XR, before discussing the impact that Apple could have on XR and the challenges it faces in realising its vision of XR as the next computing platform. Finally, we look at the implications for various industry players such as Apple's XR competitors, XR vendors and operators.
Related research
Industry Checkpoint: consumer eSIM, Q3 2025
As the telecoms industry and wider digital ecosystem evolve at an unprecedented rate, regularly assessing major developments and their implications is more important than ever. This edition of the Industry Checkpoint series focuses on consumer eSIM, highlighting how the market has changed in the last six months and its implications.
Consumer eSIM: device and MNO service trackers, and adoption forecast to 2030
With eSIM adoption set to accelerate from 2026, this tracker provides data that can be used to formulate or adjust eSIM commercial strategies and offers.
Telefónica: Pushing consumer genAI through the Aura digital assistant
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition looks at how Telefónica is driving consumer generative AI through its Aura digital assistant.
Authors
How to access this report
Annual subscription: Subscribe to our research modules for comprehensive access to more than 200 reports per year.
Enquire about subscriptionContact our research team
Get in touch with us to find out more about our research topics and analysis.
Contact our research teamMedia
To cite our research, please see our citation policy in our Terms of Use, or contact our Media team for more information.
Learn moreRelated research
Industry Checkpoint: consumer eSIM, Q3 2025
As the telecoms industry and wider digital ecosystem evolve at an unprecedented rate, regularly assessing major developments and their implications is more important than ever. This edition of the Industry Checkpoint series focuses on consumer eSIM, highlighting how the market has changed in the last six months and its implications.
Consumer eSIM: device and MNO service trackers, and adoption forecast to 2030
With eSIM adoption set to accelerate from 2026, this tracker provides data that can be used to formulate or adjust eSIM commercial strategies and offers.
Telefónica: Pushing consumer genAI through the Aura digital assistant
Operator strategies continue to evolve in the digital era as the telecoms industry seeks to capture new growth opportunities in the consumer and enterprise markets. Assessing innovation and achievements is more important than ever before. GSMA Intelligence's operator case studies provide a concise and consistent way to shine a light on and analyse operators' strategies and business models, as well as how they are launching new services. This edition looks at how Telefónica is driving consumer generative AI through its Aura digital assistant.
- 200 reports a year
- 50 million data points
- Over 350 metrics