XREAL Launches AR Glasses Sub-brand That Could Cause Another Trademark Dispute
Road to VR • • technology
Key Points:
- XREAL has launched a sub-brand called XBX in China, debuting its cheapest XR glasses yet, the XBX A01, priced at approximately $265.
- The XBX A01 features a 50° field-of-view, HDR10 support, real-time SDR-to-HDR conversion, bird bath-style optics, and Sony micro-OLED displays with up to 1,600 nits brightness, weighing just 62g.
- These glasses are designed primarily for consuming traditional content while tethered to mobile devices, lacking camera sensors, electrochromic dimming, and Bose audio found in other Xreal models.
- The brand name XBX risks confusion with Microsoft’s Xbox, raising potential trademark issues if the product expands beyond China, especially given Xreal’s past rebranding due to a dispute with Epic Games.
- Xreal is aggressively targeting the lower end of the casual XR market and preparing to enter the global consumer AR space with Project Aura, developed in partnership with Google as its exclusive AR hardware collaborator.