
XREAL reserved its first press conference of the year for a brand it had never heard of before: xbx.
The full name inside is x, by XREAL.
Considering its price of 1699, xbx's first product, the a01, offers excellent value for money: a 50° field of view, a tandem OLED display module with a brightness of up to 1600 nits, equivalent to a 147-inch screen at approximately 4 meters, and support for HDR10 and spatial image stabilization at up to 120Hz refresh rates.
But specifications are far less important than aesthetics and comfort. Weighing only 62g, with a semi-transparent, futuristic body and multiple interchangeable personalized frames, CEO Xu Chi says, "Aesthetics are everything; just have fun!"
This is the first time XREAL, which has been striving to "go up" for the past ten years, has "gone down".

Over the years, Xu Chi and his company XREAL have never taken an easy path. Although China's consumer electronics supply chain resources are so good that integration capabilities have become an essential quality for successful hardware entrepreneurs, XREAL does not engage in pure "supply chain integration."
On the contrary, XREAL has always been moving upmarket, making the most expensive, most difficult, and most "geeky" products. To this end, XREAL is willing to do an extremely high proportion of self-developed products, which is also the highest proportion in the industry, and even at the cost of losing a considerable portion of its profit margin due to the fluctuations in the international semiconductor market over the past two or three years.
This is why XREAL was able to collaborate with Silicon Valley giant Google last year to launch Project Aura, a prototype that impressed industry insiders and shattered consumers' stereotypes about existing "smart glasses" (which will officially launch this year). Xu Chi unabashedly called Project Aura the "ceiling" of experience in his industry.
Creating such a product couldn't possibly be achieved by simply integrating the supply chain. Why is XREAL the only one capable of this? Why did Google choose it, and why did LG, ROG, and others also choose XREAL?
Xu Chi said that the answer is XREAL's A side: introverted, austere, long-term-oriented, and betting on absolute technological innovation.

So, what is the B-side of XREAL?
While Xu Chi led the company relentlessly towards performance optimization and extreme lightweighting of head-mounted display technology, he faced numerous perilous situations behind the scenes:
After testing the waters with Apple Vision Pro and making a mistake, Apple has launched more lightweight AI/AR glasses products, which are expected to be gradually released throughout the year from the second half of 2026 to 2027; Xiaomi, Alibaba's Qianwen, Rokid, VITURE and others have entered the market.
Among them, some are using AR display glasses to besiege XREAL's long-held stronghold, while many more are using AI glasses (screen display/screenless) to preemptively seize new spaces that industry leaders have not yet clearly defined—regardless of the product definition, prices are being driven lower and lower.
Xu Chi wasn't worried about this. After a deep conversation with him, iFanr came to this conclusion: XREAL has been showing its A side for so long that its peers seem to mistakenly believe that it doesn't have or disdains to show its other side.
"Well, if side A isn't established, side B won't exist. We've arrived now, though late."
With the momentum of the XREAL main brand already in place, Xu Chi and his product team are finally able to free up resources to create a different style of product—a younger, more outgoing, and more affordable brand called xbx.
This is the B-side of XREAL, which mirrors the ever-innovative A-side.
He said that since starting his business, he has witnessed the VR/AR bubble burst; then the metaverse came and burst. Looking back, this entrepreneurial journey has increasingly resembled a 10,000-meter marathon—a format he has firmly believed in from the beginning. "Getting a head start is not important at all; running in the right direction is what matters."
Therefore, Xu Chi doesn't seem worried about these new competitors. When asked if he's afraid of large companies and other startups rushing in, he replied, "What we fear most is that we're the only ones in this industry. If there's no one else, it might mean we're going in the wrong direction. So a lively atmosphere is good."
In 2016, Xu Chi left Magic Leap, a pioneering company in mixed reality, and returned to China to start his own business, making a pair of glasses that no one believed in at the time.
Nearly ten years have passed, and he is grateful that XREAL has survived to this day, with luck playing a significant role.
"I am grateful for the ups and downs of the first ten years of this track, which gave me the opportunity to keep leveling up… so that when it comes time to really compete with the big companies, I won't be facing the finals right away."
iFanr and others conducted an exclusive interview with Xu Chi and Liu Zongkai, the product manager of XREAL. They started by talking about the new sub-brand xbx and the first AR glasses product, a01, priced at 1699 yuan. The conversation went on to discuss his views on competition, how he compares his own capital efficiency with that of his peers, whether AI glasses will eventually replace mobile phones, and how a first-time entrepreneur has managed to survive to this day.

"The best thing about young people is that they don't blindly follow tradition."
ifanr: XREAL's defining characteristic in recent years has been its premiumization strategy. Why launch the xbx brand at this particular time?
Xu Chi: We've always said that the smart glasses industry today is very similar to the mobile phone industry in 2005 and 2006—very fragmented, with no unified system, application ecosystem, or interaction paradigm. In this relatively early stage, no single brand can cover all price ranges. So we wondered if it was possible to create two products with different styles, like side A and side B.
This industry is notoriously difficult and fraught with challenges. For a long time, everyone was figuring things out, and we ourselves didn't have a particularly clear positioning for a period of time. But in my mind, "XREAL" was that brand of ultimate innovation, more ruthless and more classic. However, before a brand could be established, I couldn't create something more mainstream or macro-level.
Gradually, XREAL became the more understated brand I wanted, and at that point, a more vibrant brand could complement it. This is what I mean by the A-side and the B-side. Without a solid A-side, there is no B-side.
This may be late, but it has come at a time. From this day forward, we are not just a company called XREAL, but a company that is x by XREAL.
ifanr: What kind of AR glasses do young people want? Don't young people want cutting-edge products?
Liu Zongkai: For young people, individuality and self-expression are desires in everyone's heart. Whether it's AR glasses, AI glasses, or XR helmets on the market, many people subconsciously feel that these things should be neither good-looking nor lightweight. But we insist on doing the opposite. Why not first make a pair of glasses that are good-looking, lightweight, and that young people are willing to wear? A pair of glasses that they are willing to wear out is the first step in everything.
Xu Chi: The best thing about young people is that they don't blindly believe in those traditional grand principles. Looks are everything; as long as it looks good and works well, that's all that matters. We hope to use the a01 glasses to show everyone that you can get a two-thousand-yuan experience for a price of just over a thousand yuan. We will continue to develop this product long-term.
ifanr: It must be worn outdoors to reach a wider potential audience.
Xu Chi: That's right. We hope that more young people can wear this product on the subway, in cafes, on airplanes, and in various places without feeling embarrassed. So we made it extremely lightweight and personalized.

ifanr: There are always trade-offs in lightweight design. If a product wants to achieve higher resolution, frame rate, and field of view, the module will become larger; a larger module will result in greater weight and an imbalance in weight distribution.
Liu Zongkai: Making a lightweight device while maintaining a good user experience is incredibly difficult. Could we reduce the thickness of the lens and casing even further, while still preserving their strength? We meticulously considered every detail to ensure that each component was both lightweight and performed optimally.
This road has no end; it's just one night after another, one struggle after another, one argument after another. Of course, we feel we can do better.
ifanr: What is the physical limit of the field of view (FoV) that AR glasses can achieve? And without considering the limit, what is the optimal solution for ergonomic comfort for humans wearing them in different scenarios?
Xu Chi: I'll give you the most direct answer. The best field of view should be around 85°, but that's assuming we don't care about the cost of materials or the weight.
On Project Aura, we achieved 70°, which is already quite good for this product form factor, but there's still a gap. When we can achieve 85°, while still maintaining a lightweight design, then we'll feel we've at least reached the pinnacle of display technology.
Liu Zongkai: It depends on the scenario. For example, if you wear a VR headset to Mars, the main subject is a spaceship, and the background is the starry sky—you need to see both the subject and the background simultaneously to achieve maximum immersion. However, for AR glasses, the best background is actually the real world. If you're playing games or watching a sports game, you might not need a wide viewing angle; but if you're watching a movie, or an AR display attached to a real environment, then a wide viewing angle is more important for immersion. So ultimately, it depends on whether the content is immersive.
As for the human eye's focusing angle, from an ophthalmological perspective, there is indeed a limit, generally around 50° horizontally and 30-40° vertically.
Field of view is not the only key factor; there are also electrochromic properties, performance, battery life, and so on. When defining different products, we have countless trade-offs to make, and we can make choices in different directions.

"What we fear most is that we're the only ones left in this industry."
ifanr: Apple has entered the market, and competing products from major domestic manufacturers have also been launched, driving prices lower and lower. What's your opinion?
Xu Chi: I think it's a good thing that everyone is coming in. What we fear most is that we're the only ones in this industry—that means no one is paying attention to this sector, and no one is optimistic about it.
We firmly believe that glasses are the next-generation computing terminal with the greatest potential to replace mobile phones. Although we have been in business for ten years, we are just getting started. Our penetration rate is probably less than 1%, and there is still room for growth of hundreds of times or even more. So it's a good thing for everyone to work together to make the market bigger.
There is a bubble in our industry, but a bubble isn't necessarily a bad thing; it means people have high expectations for the industry. In the past, at every stage, there have been people who wanted to make quick money, but they left when they found it wasn't profitable. When the bubble bursts, it's actually the consumers who suffer. What truly drives the industry forward are those who gradually narrow the gap between "user expectations" and "product experience."
To put it simply, today's AI glasses are like a five-year-old child, while our defined all-weather AI glasses are like Jarvis. This gap needs to be bridged step by step through fundamental innovation. These innovations don't happen out of thin air; there are always people working tirelessly behind the scenes.
Q: How far are you from Meta?
Xu Chi: To give a somewhat inappropriate comparison: In 2025, Meta's Reality Labs business will generate $2.2 billion in revenue and incur losses of nearly $20 billion. This year, we achieved $200 million in revenue, roughly one-tenth of that, but our losses are less than $20 million.
With one-tenth of our revenue and one-thousandth of our losses, I think our capital utilization efficiency is quite good, which is also our advantage.
ifanr: You have your own fully self-developed chips and optics, but Project Aura still uses Snapdragon for some of its computing power. What is the relationship between these two? Will XREAL increase its autonomy in core computing power in the future?
Xu Chi: The X1S is a complete SoC. On Aura, all latency- and bandwidth-sensitive calculations are performed on our X1S chip, while the rest are handled by Snapdragon.
Our chip is purely for edge computing; the Snapdragon chip is mounted on a puck (an external computing unit). The relationship between these two isn't that of a processor and a coprocessor, but rather more like that of "edge" and "cloud." Some computations need to occur closer to you, more promptly.
We've been saying that glasses will replace cell phones. In the foreseeable future, pucks will disappear, and you can simply replace them with your cell phone; in the longer term, if glasses really do replace cell phones, they need to be able to handle all the calculations themselves. That's why we're betting on domestically developed chips.
The US recently issued a ban, prohibiting the direct import of advanced process wafers into mainland China. This was quite shady. Our chips, which should have been packaged in mainland China, now had to be packaged in Taiwan before being shipped back. At the time, a large number of domestic chip manufacturers were vying for packaging resources in Taiwan, causing a one-time shortage, similar to today's memory shortage. As a result, our revenue suffered a significant loss; otherwise, the growth in Q3 and Q4 of last year would have been substantial.
But in the long run, this actually drives us to keep moving forward. Fortunately, our sales volume isn't very large today, which is better than selling millions of units and then suddenly being held back (laughs). We hope that China will have more and more advanced manufacturing processes in its own hands, so that no one can hold it back.
ifanr: Will Project Aura be released in China? Which domestic model manufacturers will you choose to explore this project with?
Xu Chi: Because Android XR and Gemini are strongly bundled, and Gemini can't be used in China. So unfortunately, you might as well buy it from overseas (laughs).
We won't give up on the domestic market. If Android XR can be decoupled from Gemini and connected to domestic AI, that's when Project Aura will enter the domestic market, but not today. Just like the iPhone didn't enter China immediately after its release. I think we can accept this outcome. It's okay.
For us, Alibaba is a shareholder, and we've maintained communication with ByteDance. Regarding the model, we won't exclude any company. Our ultimate ideal is that AI can be used interchangeably, like search engines. Future large-scale models will become infrastructure; we'll use whichever token performs best, allowing for seamless switching.
"Why should glasses replace cell phones?"
ifanr: You yourself said that AR glasses have existed for many years, but the penetration rate is still very low. What kind of product would be the "entry-level poison" that gets more people to accept it?
Xu Chi: Most likely, there will still be two main categories: AI glasses that are more all-weather and AR glasses that have displays but are not all-weather enough.
The term "always-on" has two meanings: first, it means wearing it all day; second, it means using it all day. The problem today is that the primary use case for AI glasses isn't AI itself, but rather listening to music and taking photos; you open the camera and take pictures for 30 minutes, and the product runs out of power. If you consider the glasses as your personal assistant, but they can only be open for 30 minutes a day… then they are not an all-day assistant.
At some point in the future, there will be a product weighing less than 35g with all-day battery life, serving as a platform for AI interaction. I believe such a product is achievable. If it does, it will definitely become a ubiquitous device.
Another path is AR glasses, which aim for higher resolution and more content. This approach currently uses a separate device form factor, achieving a weight of 60g, but the ultimate form may be an all-in-one device.
These two types of products are like the iPhone, which everyone has one of, and the entire category may have a shipment volume of more than one billion units per year; the other is like our current devices, and the ultimate form may be the combined volume of tablets and laptops, with a volume of 150 to 250 million units per year, which is also very good; and traditional headsets may have a volume similar to desktop computers—these three will coexist for a long time.
As for the product that will completely ignite the category and truly propel glasses onto the path of "replacing mobile phones," I believe we will see a clearer answer by 2027 or 2028.

ifanr: Even if you achieve the ultimate in lightweight design, how do you convince customers who still find it too heavy?
Xu Chi: I think people today are too easily influenced by stereotypes, such as "I absolutely won't wear one without 35G." In today's industry, excluding subsidized products, there isn't a single product that has sold over a million units without government subsidies. If it truly achieved 35G, it would already be at the level of 1.5 billion units sold.
We need to take it one step at a time: first, take a single product to a million units, then to tens of millions, then to a hundred million, then 1.5 billion. There are many steps in between. I believe that today, a pair of glasses with a sufficiently good user experience, even weighing only 50g, can still sell a hundred million units. What affects acceptance and hinders sales is simply that the user experience hasn't been refined enough.
ifanr: Mobile phone manufacturers believe that mobile phones will remain the dominant technology for the next 5-10 years. However, they are also making eyewear. What do you envision the future competitive landscape to be like?
Xu Chi: Indeed, what exists today will continue to exist for a long time. But the key is who can stand at the top of the value chain. For example, there was a time when we thought the super apps of major internet companies were amazing, but today they certainly don't have the same prominence as AI companies. The same goes for mobile phones. With technological advancements, there will always be new fields and companies that will rise to higher positions in the value chain.
We believe a consensus will emerge within the next two years: glasses are the best native terminal for AI, and may be the closest thing to multimodal AI. This is why we are working with Google to envision a completely new interaction paradigm for the future, and what terminals under this new paradigm will look like.
This task excites me greatly, firstly because it is difficult, and secondly because it is very rewarding if done correctly.
ifanr: Are other forms of AI hardware, such as pins and headphones with cameras, inferior to glasses?
Xu Chi: It's not just me who thinks this way; Demis Hassabis also said that glasses are absolutely the most central device in all of AI. Because only glasses can obtain the crucial contextual information of a person's attention.
You wear a PIN, which can see a bunch of people in front of you, but future glasses will have eye-tracking capabilities. They'll know exactly what you're looking at at that moment, making surrounding information less important. Only glasses can provide an end-to-end closed-loop data link; other devices don't have this capability. Of course, other forms can assist, but glasses will definitely be the most crucial entry point.

"You need to rely on luck, but you also need to fight your way through challenges."
ifanr: Entrepreneurs and business owners have different sources of fear. It might be internal organizational inefficiency lagging behind the times, competition from peers, or disruption from other industries. What is the fear that could wake you from your sleep?
Xu Chi: Running a business is like being a person. People also experience confusion, and there are people who can guide you and help you find benchmarks. But I think that ultimately, all troubles are self-inflicted.
I believe that all great companies are value-driven. The core is to find a comfortable organizational state where the entire company accepts your set of values—whether they leave or stay, they will continue to work under the guidance of these values. As long as this is achieved, competition and other factors will not matter much.
I personally sleep quite well, which I think is a quality that entrepreneurs should have (laughs).
If there's anything that truly worries me, it's whether the values I uphold can truly be fully implemented. I fear that as XREAL grows larger, its culture will be diluted. I need everyone to genuinely believe one thing: we must be innovators and leaders. This isn't easy, especially in China. In China, people are used to obeying hierarchical systems, believing "whatever the boss says is right." But I still hope that we can form a flat and efficient mechanism, both from the bottom up and from the top down.
ifanr: Just like you said, XREAL has survived several rounds of bubbles and is still alive today.
Xu Chi: I returned to China from Magic Leap in 2016, and it's been exactly ten years since then. Back then, it was truly a grassroots startup; I just wanted to make a pair of glasses. Looking back, I'm incredibly lucky to have survived this long. This was my first entrepreneurial venture, and I'm grateful to the investors (and other partners) along the way for helping me gradually understand how to operate a company, an organization, and a business.
To be honest, if this industry had developed any faster or gained momentum any stronger, and we hadn't had the chance to hone our skills to cope with the intense competition when giants entered the market, we might not have survived.
Every startup probably goes through this phase: you have to level up before you can reach a bigger stage. If you start with a top-tier boss, you're outmatched by competitors like Alibaba and ByteDance. So I'm actually quite grateful for the ups and downs of the first ten years of this industry, which allowed me to finally compete with the big companies.
The AR industry is notoriously difficult, and I've been in it for quite a while, so I've become less concerned about it now. As long as everyone's still at the table, it's a long-term game.
I believe AR is a marathon, and running in the right direction is more important than getting a head start. If the industry is still in its early stages but everyone is rushing in the same direction, that so-called consensus is likely just a bubble. Conversely, things that are not considered consensus in the early stages are often proven correct by time. History has shown us this countless times.

By Du Chen
Interview by Du Chen
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