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
Emerging consumer tech: examining digital gaming, genAI, XR and the metaverse through a consumer lens
There is a wave of innovation across consumer devices, connectivity and digital services. Within digital services, three areas are capturing growing interest: digital gaming; generative AI; and extended reality (XR) and the metaverse. In this report we draw upon findings from our consumer survey to uncover insights that can help players in these ecosystems sharpen their competitive strategies and refine their commercial offerings.
The mobile churn challenge: where loyalty is lowest and four recommendations for operators
The latest consumer survey by GSMA Intelligence reveals that around one in seven mobile users changed their service provider over the previous 12 months. The main reasons for churn have stayed largely unchanged over the last five years, at the aggregate level, with value for money by far the top reason. However, variations exist between consumer segments in terms of the degree of churn and the drivers.
Industry Checkpoint: consumer devices, Q3 2025
This edition of the Industry Checkpoint series focuses on consumer devices, highlighting how the market has changed in the last six months and its implications. The report considers four major developments: innovation expanding beyond smartphones to wearables and the smart home; smart glasses seeing a revival; chipmakers intensifying efforts with generative AI; and direct-to-device strategies increasingly becoming a regional play.
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
Emerging consumer tech: examining digital gaming, genAI, XR and the metaverse through a consumer lens
There is a wave of innovation across consumer devices, connectivity and digital services. Within digital services, three areas are capturing growing interest: digital gaming; generative AI; and extended reality (XR) and the metaverse. In this report we draw upon findings from our consumer survey to uncover insights that can help players in these ecosystems sharpen their competitive strategies and refine their commercial offerings.
The mobile churn challenge: where loyalty is lowest and four recommendations for operators
The latest consumer survey by GSMA Intelligence reveals that around one in seven mobile users changed their service provider over the previous 12 months. The main reasons for churn have stayed largely unchanged over the last five years, at the aggregate level, with value for money by far the top reason. However, variations exist between consumer segments in terms of the degree of churn and the drivers.
Industry Checkpoint: consumer devices, Q3 2025
This edition of the Industry Checkpoint series focuses on consumer devices, highlighting how the market has changed in the last six months and its implications. The report considers four major developments: innovation expanding beyond smartphones to wearables and the smart home; smart glasses seeing a revival; chipmakers intensifying efforts with generative AI; and direct-to-device strategies increasingly becoming a regional play.
- 200 reports a year
- 50 million data points
- Over 350 metrics